All of the following are true EXCEPT? a. The persistent efforts by all firms in the market to copy and innovate, such that all competitors react, constitutes a third challenge that managers confront.
b. When managers develop their marketing strategies, they need to consider customers heterogeneity and dynamism, but also anticipate competitors’ reactions, now and in the future.
c. Typically a firm must establish the sustainable position with a targeted customer group before they can build an SCA (Sustainable Competitive Advantage) around that position.
d. Of the four First Principles of marketing, managing SCA (Sustainable Competitive Advantage) may be the least difficult to execute