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CUSTOMER - DRIVEN STRATEGY - Coggle Diagram

- - - - social class, lifestyle, personality characteristics...
    - - city/ country...
      - rural/ urban/ suburban...
      - climate, population, law...
    - - age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, nationality...
      - most popular
    - - occasions
        
        when
        
        buy
        
        consume
      - benefits
      - user status
        
        non - users
        
        ex - users
        
        potential users
        
        first - time users
      - user rate
        
        light users
        
        medium users
        
        heavy users
      - loyalty status
    - - Measurable
      - Substantial
      - Accessible
      - Actionable
      - Differentiable
- - - - how many segments
      - which segments to serve
    - - target whole market
        
        one offer
    - - target severial segments
        
        seperate offers for each
    - - target one segments
    - - Individual
      - Local