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Focusing an offering - B207, block 1, reading 4 (Segmentation (Demographic…

- - - - ability
      - willingness
      - Authority
    - - producer
      - reseller
      - institutional
      - governmental
- - - - suburban
      - rural
      - urban
  - - - rate
      - volume
  - - - personal characteristics
      - operating characteristics
      - buying approach
      - situational factors
- - - - believable
    - - positioning statement
    - - differential advantage
    - - targeted segment
      - differential advantage
- - - - several offerings
      - multiple segemnts
      - e.g. Clarks shoes
    - - Niche
        
        Few segments
        
        single market
    - - whole market
      - one offering
      - e.g. BBC news
    - - 1:1
      - e.g.. customisable cars