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- Is technology the primary determinant of the products in the firm? Explain how?In his book Crossing the Chasm, Geoffrey Moore discusses some of the issues involved in marketing technologically new products as markets develop through different stages. What customer groups does Moore identify as critical to the movement into mass market, and what must companies do if they are to successfully cross the chasm?Marketers must understand the current and potential environment in which the product or service will be marketed. Explain why?