What are the the four caveats of segmentation?
1. majority fallacy
2. consumers vs decision makers
3. heterogeneity within segments (e.g. the "wealthy")
4. the true size of each segment (e.g. gas stations)
1. majority fallacy
2. consumers vs decision makers
3. heterogeneity within segments (e.g. the "wealthy")
4. the true size of each segment (e.g. gas stations)