ABSTRACT
In chapter 3 we dealt with sorting people into categories
based on the needs they have, in order to find ways to posi-
tion the things we have to offer-our products, services,
and/or ideas-in a way that is relevant to them. Here, we
are going to talk about segmenting in an additional and
different way: by understanding the relationship that peo-
ple have with what we have to sell.
