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In the near-term, USIR’s intermediate marketing goals must be to focus on retaining current customers and expanding their usage of equipment rental services. Long-term, USIR’s bottom line goal should be to retain its current market share leader position and continue to grow sales faster than the market. An approach focusing on customer intimacy through customer segmentation provides USIR with the most attractive prospects because it allows the company to better understand the motivations and behaviors of its customers, provides the opportunity to develop effective methods to broaden awareness of the rental equipment concept, and leverages some of the earlier investments that can differentiate USIR from its competitors...
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