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RAI Review

A Proven Approach to Market Segmentation

June 5, 2019

Market segmentation is the ability to identify high-opportunity customer groups within the marketplace, and distinguish them from marginally profitable customers. Segmentation is based on the premise that no market is homogeneous in terms of what consumers need or want from products and services. Market segmentation is becoming more popular as a method to develop business strategies because of the information and competitive advantage it provides.

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Crisis Communications Experience

July 10, 2019

On December 2-3, 1984 there was a gas leak at the Union Carbide plant in Bhopal, India that manufactured pesticides. This leak resulted in what is considered to be the world’s worst industrial accident. More than 500,000 people were exposed to methyl isocyanate (MIC) gas. The highly toxic substance made its way into and around the small towns located near the plant.

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