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Chapter 5 Review Questions 1. What buyer characteristics do companies look at when they segment markets? 2. Using the shotgun and rifle analogy, how do mass marketing, targeted marketing, and one-to-one marketing compare with one another? 3. What two types of information do market researchers gather to develop consumer insight? Chapter 6 Review Questions 1. What types of offerings do businesses buy? How do the offerings differ in terms of how they are marketed? 2. As you learned early in the chapter, consumer offering can belong to different categories depending on how the buyer wants to purchase them. Is the same true for business offerings