Question: Problem recognition involves recognizing the existence of a discrepancy between the consumer's desired state (what the consumer would like) and the actual state (what the

Problem recognition involves recognizing the existence of a discrepancy between the consumer's desired state (what the consumer would like) and the actual state (what the consumer perceives as already existing). What are the THREE main factors beyond the control of the marketing manager that influence (i) the desired state, and (ii) the existing state of consumers? Explain your answer using examples.

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