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Successful twenty-first century companies have to be superb segmenters in order survive.
Recognizing the great diversity in the marketplace, it is clearly desirable to segment markets to improve marketing performance.
By segmentation we mean the development of unique marketing strategies for the various needs of the marketplace.
The underlying principle of market segmentation is to know your customers, giving them exactly what they want or may want.
Market segmentation involves the grouping of customers together with the aim of better satisfying their needs whilst maintaining economies of scale...
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