At a recent dinner party, the conversation turns to some of the specifics that led to a colleague’s promotion at your company. Your colleague states that she thinks the promotion to marketing manager had something to do with implementing a customer-driven marketing strategy to increase sales for a specific niche in the print book segment among the newest e-book craze. You are fascinated with how your colleague brainstormed through such a process. So, your colleague asks, what do you think the 2 most important concepts are in establishing the goals of a marketing strategy? You begin the discussion.