Which of the following is NOT one of Payne's six markets?

• A. Competitor
• B. Customer
• C. Referral
• D. Internal

Answer: (A)

The key idea this question tests is how Payne’s six markets define where demand for services comes from and where a firm should target its marketing efforts. The six markets are all about groups that can buy or influence buying—actual buyers, people who can refer you business, and various internal or networked sources you can engage.

Why the correct choice is best: A competitor is not a market category you market to or within Payne’s framework. Payne’s six markets consist of sources of demand such as customers, referrals, internal stakeholders, and other networks or partners. These are channels through which you can generate business, not groups you compete against. The other options—customer, referral, and internal—are all valid sources within the model, whereas competitor is not.