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At this point you must decide which and how many segments to target. To begin, consider various possible “coverage patterns.” These patterns are simply the ways a firm might choose and ultimately ...

Before getting into how one can think about the various ways to practically segment a market, let's first consider some key issues and questions: It's the only way to have a clear message in the ...

Investopedia contributors come from a range of backgrounds, and over 25 years there have been thousands of expert writers and editors who have contributed. Gordon Scott has been an active investor and ...