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Benefit segmentation

A form of market segmentation which is based on a knowledge of the benefits that consumers seek from a particular product. To use it a marketer needs to include the appropriate characteristics – or at least an impression of them – within a given product. In a sense this form of segmentation is right at the heart of the marketing concept; find out what people want (or might want, or think they want) and give it to them. For instance, if the customer wants 'sleek and stylish' from her or his electronic equipment, matt black is usually considered a more appropriate colour than mauve.

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