Chris works for Aon, a large commercial brokerage company that serves as the intermediary between customers who need risk or insurance coverage and firms that provide the coverage - insurance carriers. Since Aon is one of the largest brokerage firms in the world, they utilize ______ segmentation where they divide the business buyers into groups according to their needs. For example, manufacturing firms would have specific requirements for insurance that might be distinct from a public school or university. A municipality such as the city of Chicago would also have a different set of needs that would result in a different mix of insurance coverage.

Question

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Aon segments its business buyers into groups according to their needs, which is an example of customer-based segmentation.

Chris Works for Aon, a Large Commercial Brokerage Company That