A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.
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Q16: Effective market segmentation is a two-step process
Q17: Using one or two demographic dimensions to
Q18: Marketing-oriented managers think of segmenting as a
Q19: One of the difficult things about segmenting
Q20: A firm's "relevant market for finding opportunities"
Q22: A product-market segment is "operational" if it
Q23: The combined target market approach involves segmenting
Q24: If a product-market segment is "homogeneous within,"
Q25: A segmenter is more likely than a
Q26: With the "multiple target market approach" the
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