In what way does a company go about identifying different customer groups and needs?
Focus groups, customer surveys, marketing research,...
It could poll the customers. It could look at what its competition is doing. Also, it should poll employees at the bottom who regularly come in contact with the customers. These three things will help form a good picture.
Larger companies have professional market studies done which in general interprete statistics for a given area and may do randomized questionairs or on line questionairs. Small companies may do research themselves by looking in hte phone book for how many companies or stores sell the same product and for what price.
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