When segmenting markets, one should look at geographic location and demographic characteristics as well as customers' desire and willingness to compare and shop, but behavioral needs aren't important for this purpose.

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Behavioral needs are actually very important when segmenting markets, as they can help identify customers' specific needs and preferences, their purchasing habits, loyalty patterns, etc. This information can be used to design and target more effective marketing campaigns and products/services that meet those needs.

When Segmenting Markets, One Should Look at Geographic Location and Demographic