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And by pricing it too high, he might attract only a limited number of infertile couples who eek treatment each year, while perhaps making the industry more attractive for potential competitors.
CONSUMER ANALYSIS: We can identify one consumer market (infertile couples) and five different consumer groups (patients, clinics, doctors, insurance companies and government). But due to their congruencies in use criterion, segmentation will be combined into a one all-inclusive grouping (exhibit 1). The needs of the target consumer market center around the effectiveness and overall ease of the fertility treatment...
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