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CustomerNeedsAssessment2.MarketSegmentationOverviewThereisanoldadagethatsuggeststhatifyouputonehandinabucketoficewaterandonehandinabucketofboilingwater,ontheaverageyouwillbecomfortable.Whilethefallacyinthisstatementisevident,theneedtoviewcustomersinwaysotherthan“ontheaverage”isnotalwayssoclear.2.1SegmentationConceptMarketSegmentationisthedegreetowhichthemarketisviewedas:a)anamalgamationofallo...
