Some companies do not categorise into customer groups but instead make a distinction between groups on the basis of the effects that can be achieved within them. In this way, the potential profitable non-customers (see Figure 12.3) will be identified as a target group where the penetration and ‘share of wallet’ must be increased. According to these companies, the advantage of this method lies in the fact that a more accurate indication is provided of what one hopes to achieve within a certain target group, and which means are necessary to achieve this. How would you evaluate this method? Explain your answer.