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Even more telling, Moorman says, is the fact that CMOs expect key customer metrics to decrease in the next 12 months, including purchase volume, purchase of related products and services, retention and new customers entering the market. Customers are expected to be more focused on price, thereby exerting pressure on companies to drive down the prices of products and services. To make matters worse, CMOs expect competition to increase, including more competitors and more intense rivalry.
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