Which of the following terms is used to describe the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?

Parfitt-Collins model is used to:

A) map customer needs to engineering characteristics of a product. B) uncover product shortcomings. C) forecast market share. D) determine how customers value different levels of product attributes.

The manager is open to suggestions for forecasting models and decides to try both an exponential smoothing model with an alpha of 0.9 and exponential smoothing with an alpha of 0.3

He decides to use the actual value for January as the forecast for February just to get the exponential smoothing forecasting party started. Generate forecasts for the year using these technique and then calculate forecast errors using MAD to determine which is the superior method in this scenario.