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Segmentation Develop the marketing mix strategy Implement the positioning Agree the positioning Select segments to be targeted Evaluate each segment's potential Develop each segment's profile Identify the key variable Start with a situation analysis Mistakes to avoid Criteria for effective segmentation B2B variables Consumer variables Introduction Start with a situation analysis Identify the key variable Develope each segment's profile Evaluate each segment's potential Select segments to be targeted Agree the positioning Implement the positioning Develop a marketing mix strategy Creat 'real' segments Agree your objective