Management makes sure customer requirements fully understood and delivered so as to produce maximum customer satisfaction see 8.2 Customer Related Processes (what and how you do for the customer) and 9.1 Monitoring and Measurement (how you make sure it was what they wanted)
This one is very open to interpretation owing to the size of the section – very small. We largely think it depends upon the size and complexity of your company. A full blown marketing project is a bit over the top for a small engineering company operating out of a unit on a industrial estate, but a large service provider with large client based would not be operating to potential if it didn’t regularly segment its client base. We could go on further about becoming a customer-led company and e-business but this is not the time or the place.