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10 cards from this deck
Dividing market into groups with common characteristics
Increase sales, market share and profits
Demographic, geographic, psychographic, behavioural
Population features: age, gender, income, education, etc.
Geographic locations: countries, cities, climate, region
Personality, motives, lifestyle, opinions, values
Customers' relationship to the product
Data is easy to measure and collect
Variables difficult to accurately measure
Heavy, moderate, light users
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