Select a specific firm in business markets you are familiar with and (2) analyse market segmentation strategy of the firm in business markets. (3) Some firms follow a single-stage segmentation approach using macro dimensions; others use both macro-dimensions and micro-dimensions. What factors would business marketing managers of the firm consider in making a choice between the two methods? (4) Evaluate the current target segments of the firm and analyse whether there are other segments that the firm can target.

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