Product segmentation. A product's
location on the 0 continuum often varies
across customer segments and from coun-try to country. One group of consumers
might rely primarily on 0, while another
might be more attuned to M. And some distribution channels are less conducive than
others to O. (Shoppers in brick-and-mortar
stores are often more susceptible to M than
online shoppers are, for instance.) Companies should analyze different consumer
segments and tailor their marketing strat