Markets are almost always homogeneous.

Question

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Markets can be heterogeneous, meaning that they consist of different segments that have varying characteristics and behaviors. This is particularly true for consumer markets, where individuals will have different preferences, needs, and interests. Even in business-to-business markets, companies that operate in different industries or have different organizational structures will have unique requirements and purchasing behaviors. Therefore, markets are not always homogeneous.

Markets Are Almost Always Homogeneous