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13 cards from this deck
Cannot treat all customers the same way
Personal circumstances & individual characteristics
Safety features, space, and practicality
Style, fuel efficiency, and performance
What customers can afford & purchasing priorities
Value for money
Practical considerations
Emotional connections to brands
Low prices and convenience
Expertise and quality
Quality, price, choice, convenience, customer service
To serve different customer groups with different approaches
Directly impacts sales success
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