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Segmentation Strategy Total Quality Segment Price Segment 10,000 35,000 45,000 40% 10% Mass Market Strategy 45,000 15.00% Market Demand Market Share Unit Volume $550 $800 $300 Average Price Sales Revenues 22.00% 28% Percent Margin Gross Profit 14% 13% 20% 8% Marketing & Sales (% sales) Marketing & Sales Expenses Net Marketing Contribution Marketing ROS Marketing ROI