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Think about a company that could use segmentation based on “jobs” (or benefits to customer) to help grow the market potential of its product.  The milkshake example from the assigned article is a great example.  After you describe different “jobs” segments for the product, you need to discuss what the company can do to grow sales in those segments.  It is possible, as discussed in the milkshake example, that you need to suggest ways of either modifying current products or creating new products for some of the segments.

If you think about this carefully, you may notice that thinking this way is in line with the blue ocean concept.

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