The correct answer is option B. The most effective way to discover customers' needs is marketing research.
A customer need is an unmet need that drives them to buy a good or service. The need itself is what ultimately influences the solution the consumer chooses to purchase, whether it is known (that is, the customer can express it verbally) or not.
Information that is pertinent to decision-making is provided by marketing research, which benefits marketing management. Marketing research neither determines the course of action nor ensures success. Instead, market research assists in lowering the level of confusion surrounding the choices to be made.
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