This involves identifying target segments that share certain characteristics and needs.
Different criteria for identifying segments include demographics and geographical location
for the B2C market and organisational characteristics and members of the buying unit for
Understanding the needs of different segments when they venture online is important to
the next stages of delivering value to the customer. Some segments may have originally been
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Part 2 Strategy and applications
motivated by price, but customer service may become more important. This is closely related
to buyer behaviour (Chapter 9).
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