• Now, a good marketing strategy is based upon a real understanding of ___________ as I've said, but, beyond that, being able to group customers, to understand who are the most attractive to your company and who are the least attractive; and then being able to _________ your offer and design your offer to meet the ________ of the most attractive groups better than your ________ do. • Now, a really good way of doing this is using a technique called customer segmentation – it's a market ________ technique, it's statistical, and what it does is just group similar types of people together, based upon their __________ , their attitudes, where they live – those sort of things. • So what we did for this client of ours was to design a __________ , to commission it, and then of course to _________ the research and what we did was we found that statistically, there were probably about eight groups of customers that mattered in this market place, and before, the bank had really just been looking at one group of customers – everybody.