In both senses, blend of benchmark and marketing; but the two appear to have formed independently.
"benchmarketing." YourDictionary, n.d. Web. 11 October 2018. <http://www.yourdictionary.com/benchmarketing>.
benchmarketing. (n.d.). Retrieved October 11th, 2018, from http://www.yourdictionary.com/benchmarketing
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