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If you were developing a marketing campaign for the Harley-Davidson Motorcycle Company, what group of consumers would you target? What if you were marketing an iPod? What about time-shares (vacation ownership opportunities) on the Gold Coast? For each of these products, identify at least five segmentation characteristics that you’d use in developing a profile for your customers. Explain the segmentation category into which each characteristic falls – demographic, geographic, behavioural, or psychographic. Where it’s appropriate, be sure to include at least one characteristic from each category.


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