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Essay text:
To Yankelovich's disappointment, the concept wasn't applied as intended. Unfortunately, according to the authors, market segmentation has become narrowly focused on the needs of advertising which only creates commercials with characters that viewers can relate to. But, if applied properly, market segmentation would guide companies in tailoring their offerings to the segments most likely to purchase them.
The article, Rediscovering Market Segmentation, explores how applying segmentation to product, pricing and sales strategy can use customers with similar attributes for a financial and competitive advantage...
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Common topics in this essay:
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