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In choosing a basis for segmentation, marketers may ask Who, What, and Why questions about their customers. What variables focus primarily on customer: Purchase behavior
In choosing a basis for segmentation, marketers may ask "Who," "What," and "Why" questions about their customers. "What" variables focus primarily on customer: Purchase behavior Needs and preferences
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Essentials of MIS
Authors: Kenneth C. Laudon, Jane P. Laudon
12th edition
134238249, 978-0134238241
