Define the new customers, customer groups or markets that the organization wants to trade or exchange with.
We assume the organization wants to expand its customer base with a new target group. The definition of this target group
describes how this new target or target group can be recognized, approached and engaged in transactions. The definition or
this target (group) can be concrete e.g. through a finite list of customers. The definition may also be abstract by
referring to demographic or social traits or even by defining so called buying moments as is common in retail.
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