MBA 5841 DB 2

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Segmentation is a tool used by marketers to break the potential market into homogenous groups which ultimately will lead to a more defined target market. According to Kerin and Peterson (2013), marketers tend to use socio-economic and behavioral criteria when segmenting the market. Select an existing company, and apply market segmentation. Evaluate whether the company is effectively segmenting and targeting their customers. Include your rationale.

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