The modern day business environment must deal with a more homogenous consumer base,which has caused the evolution of a more "push" oriented environment where suppliers must focus on manufacturing high volumes of standardized goods and convince consumers to buy their products.

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The modern day business environment actually deals with a more diverse and fragmented consumer base, which has led to the evolution of a more "pull" oriented environment where suppliers must cater to individual needs and preferences and differentiate themselves from their competitors.

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