{"id":3178,"date":"2023-02-19T16:11:49","date_gmt":"2023-02-19T16:11:49","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/chapter\/defining-your-target-market\/"},"modified":"2025-05-27T21:49:06","modified_gmt":"2025-05-27T21:49:06","slug":"defining-your-target-market","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/chapter\/defining-your-target-market\/","title":{"raw":"Learn It 14.2.1: Segmentation and Targeting","rendered":"Learn It 14.2.1: Segmentation and Targeting"},"content":{"raw":"<section class=\"textbox learningGoals\">\r\n<ul>\r\n\t<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Define segmentation and targeting&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:4609,&quot;3&quot;:{&quot;1&quot;:0},&quot;12&quot;:0,&quot;15&quot;:&quot;Calibri&quot;}\">Define segmentation and targeting<\/span><\/li>\r\n\t<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand why segmentation and targeting are important to marketing strategy&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15233,&quot;3&quot;:{&quot;1&quot;:0},&quot;10&quot;:0,&quot;11&quot;:4,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand why segmentation and targeting are important to marketing strategy<\/span><\/li>\r\n\t<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand why market research is important&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15233,&quot;3&quot;:{&quot;1&quot;:0},&quot;10&quot;:0,&quot;11&quot;:4,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand why market research is important<\/span><\/li>\r\n<\/ul>\r\n<\/section>\r\n<h2>Who Is Your Customer?<\/h2>\r\n<p>Suppose you are selling automotive detailing products.\u00a0Is your target \"anyone with money to pay for your product?\" Or are you focusing your efforts on a tightly defined market segment\u00a0of people with an identified need for what you are selling? \"Anyone with money\" is such a broad audience that it's difficult to make any impact at all with your marketing efforts or convince very many people that they need your product. \u00a0If you narrow\u00a0and carefully define your <strong>target market<\/strong>, though, your efforts will be more fruitful because they're focused on people with a preexisting need or interest in what you offer.<\/p>\r\n<h3>Step 1: Identify the Customer\u00a0Need You Address<\/h3>\r\n<p>To define your total market, start by stating the needs you will fulfill: Who are your products\u00a0or\u00a0services intended\u00a0for? Who do you want to do business with?\u00a0What is unique about your product?\u00a0If you're selling products used in automotive detailing, your total\u00a0market consists of vehicle owners\u2014that is, all the people who could potentially buy your product. Your business will help them keep their vehicles clean and shiny.<\/p>\r\n<h3>Step 2:\u00a0Segment Your Total\u00a0Market<\/h3>\r\n<p>Next, break down this large market into smaller sections, using a process known as <strong>segmentation<\/strong>. You can use a variety of approaches to segment your total\u00a0market into groups with common wants or needs. In this case, we can segment by vehicle ownership and related behavior. Specific segments might include the following:<\/p>\r\n<ul>\r\n\t<li>People who restore classic automobiles<\/li>\r\n\t<li>People who drive very old cars and never wash them<\/li>\r\n\t<li>People who own expensive cars as a status symbol<\/li>\r\n\t<li>Truck drivers<\/li>\r\n\t<li>Motorcycle owners<\/li>\r\n<\/ul>\r\n<p>Which of these subgroups are likely to be your most productive market segment(s)? You recognize that auto owners who don't care about keeping their cars clean and shiny probably won't be very interested in your products. Then there are those who care, but they lack the time and interest to do the work themselves. They take their vehicle to a car wash and have someone else do the detailing. Others only worry about auto detailing only when it's time for a trade-in.<\/p>\r\n<p>After further consideration and research, you decide that your market segment will be automobile owners who have both the time and the interest to do their own detailing work\u2014people who enjoy working on their vehicles, who have the time to spend, and who take pride in their vehicle's appearance.<\/p>\r\n<h3>Step 3:\u00a0Profile Your Target Customer Segment(s)<\/h3>\r\n<p>Next, develop profiles of your target customer(s) to get a true picture of the people you're trying to serve. Describe these potential customers as fully as you can. Who will actually buy your product? What do you know about them? Where do they live and what languages do they speak? How much do they spend on car detailing? Where do they shop? What is their annual income? What kinds of cars do they drive? If you're selling online, what methods do they prefer for online payment? What websites do they visit? How do they want their product delivered? Identify your customer profile before you conduct market planning so that your planning is a good fit for your customers' behavior, interests, and needs.<\/p>\r\n<p>There are many different ways to profile your customers, as shown below:<\/p>\r\n<table style=\"width: 100%;\">\r\n<thead>\r\n<tr>\r\n<th style=\"text-align: center; width: 98.6372%;\" colspan=\"2\">Common Market Segmentation Approaches<\/th>\r\n<\/tr>\r\n<\/thead>\r\n<thead>\r\n<tr>\r\n<th style=\"width: 24.0205%;\" scope=\"col\">Type of Approach<\/th>\r\n<th style=\"width: 74.6167%;\" scope=\"col\">Segmentation Criteria<\/th>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 24.0205%;\">Geographic<\/td>\r\n<td style=\"width: 74.6167%;\">\r\n<p>nations, states, regions, cities, neighborhoods, zip codes, etc.<\/p>\r\n<p><strong>Example<\/strong>: Pizza Hut gives easterners extra cheese, westerners more ingredients, and midwesterners both in response to regional preferences<\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 24.0205%;\">Demographic<\/td>\r\n<td style=\"width: 74.6167%;\">\r\n<p>age, gender, family size, income, occupation, education, religion, ethnicity, and nationality<\/p>\r\n<p><strong>Example<\/strong>: Budget Gourmet frozen dinners are targeted to lower-income groups, whereas the Stouffer\u2019s line and California Pizza Kitchen frozen pizzas are aimed at higher-income consumers.<\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 24.0205%;\">Psychographic<\/td>\r\n<td style=\"width: 74.6167%;\">\r\n<p>lifestyle,\u00a0personality, attitudes, and social class<\/p>\r\n<p><strong>Example<\/strong>: Harley-Davidson divides its customers into seven lifestyle segments, from \u201ccocky misfits\u201d who are most likely to be arrogant troublemakers, to \u201claid-back camper types\u201d committed to cycling and nature, to \u201cclassy capitalists\u201d who have wealth and privilege.<\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 24.0205%;\">Behavioral<\/td>\r\n<td style=\"width: 74.6167%;\">\r\n<p>user status, purchase occasion, loyalty, readiness to buy<\/p>\r\n<p><strong>Example<\/strong>: Heavy shoppers visit the grocery store 122 times per year, compared with 93 annual visits for the medium shopper. On each trip, heavy shoppers consistently spend more than their medium-shopping counterparts.<\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 24.0205%;\">Decision maker<\/td>\r\n<td style=\"width: 74.6167%;\">\r\n<p>decision-making role (purchaser, influencer, etc.)<\/p>\r\n<p><strong>Example<\/strong>: Even though family composition and responsibility sharing varies, household decision making skews toward moms making 66% of daily household purchase decisions.[footnote]Christie, Benjamin. \u201cHousehold Decision-Maker Audience Segment.\u201d Gourmet Ads, November 1, 2022. https:\/\/www.gourmetads.com\/audiences\/household-decision-maker-segment\/[\/footnote]<\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<div class=\"atom__components__figure\">\r\n<h3 class=\"atom__components__figure__cont\"><span style=\"font-size: 26px; font-weight: 600; word-spacing: normal;\">Step 4: Research and Validate Your Market Opportunity<\/span><\/h3>\r\n<\/div>\r\n<p>Now that you have fully identified your target market, conduct research to verify that there will be enough business in this group to support your company in its growth. This process confirms that the need actually exists and that it's not just wishful thinking on your part. You need to conduct research to confirm that there are enough potential customers in that group to support your business. You should also do competitive analysis to confirm that what you are offering is not readily available to them elsewhere.<\/p>\r\n<p>Use both primary and secondary sources in your research. You might consult business directories, obtain statistics regarding automobile owners and their car-care practices, or locate newspaper articles and magazine stories written on the subject. You can also conduct your own market research using techniques such as surveys, focus groups, interviews, and so forth. Your research should also determine the size of the market opportunity in terms of revenue as well as your potential market share.<\/p>\r\n<p>You can use\u00a0primary and secondary sources to find out how many potential customers there are in the geographic area you have defined and how many businesses are directly or indirectly competing with you. Your market share will be the number of customers likely to buy from you rather than from your competition.<\/p>\r\n<p>Having defined and validated your target market, you are now better positioned to develop a marketing plan that will reach your potential customers. Perhaps your sales will take off right away\u2014a great problem to have!<\/p>\r\n<section class=\"textbox example\">[videopicker divId=\"tnh-video-picker\" title=\"Which market segments is LEGO targeting?\" label=\"Select Video\"]<br \/>\r\n[videooption displayName=\"Star Wars\" value=\"https:\/\/www.youtube.com\/watch?v=qVVGXjtppDk\"][videooption displayName=\"Super Mario\" value=\"https:\/\/www.youtube.com\/watch?v=okLFOJzeOgc\"] [videooption displayName=\"Land Rover\" value=\"\/\/plugin.3playmedia.com\/show?mf=10015734&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=E0INpvaz3jY&amp;video_target=tpm-plugin-agjduyy6-E0INpvaz3jY\"]<br \/>\r\n[\/videopicker]<\/section>\r\n<p>You can view the <a href=\"https:\/\/course-building.s3.us-west-2.amazonaws.com\/Intro+to+Business\/transcripts\/LEGOStarWarsBrickoramaHowtoGreeble.html\" target=\"_blank\" rel=\"noopener\">transcript for \u201cLEGO Star Wars: Brickorama \u2013 How to Greeble\u201d here (opens in new window).<\/a><\/p>\r\n<p>There is no closed captioning for the second video, which accompanied by happy peppy background music.<\/p>\r\n<p>You can view the <a href=\"https:\/\/course-building.s3.us-west-2.amazonaws.com\/Intro+to+Business\/transcripts\/ThehardesttoreachLEGOStoreintheworld.html\" target=\"_blank\" rel=\"noopener\">transcript for \u201cThe hardest to reach LEGO Store in the world\u201d here (opens in new window).<\/a><\/p>\r\n<section class=\"textbox tryIt\">[ohm2_question height=\"350\"]6537[\/ohm2_question]<\/section>","rendered":"<section class=\"textbox learningGoals\">\n<ul>\n<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Define segmentation and targeting&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:4609,&quot;3&quot;:{&quot;1&quot;:0},&quot;12&quot;:0,&quot;15&quot;:&quot;Calibri&quot;}\">Define segmentation and targeting<\/span><\/li>\n<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand why segmentation and targeting are important to marketing strategy&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15233,&quot;3&quot;:{&quot;1&quot;:0},&quot;10&quot;:0,&quot;11&quot;:4,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand why segmentation and targeting are important to marketing strategy<\/span><\/li>\n<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand why market research is important&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15233,&quot;3&quot;:{&quot;1&quot;:0},&quot;10&quot;:0,&quot;11&quot;:4,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand why market research is important<\/span><\/li>\n<\/ul>\n<\/section>\n<h2>Who Is Your Customer?<\/h2>\n<p>Suppose you are selling automotive detailing products.\u00a0Is your target &#8220;anyone with money to pay for your product?&#8221; Or are you focusing your efforts on a tightly defined market segment\u00a0of people with an identified need for what you are selling? &#8220;Anyone with money&#8221; is such a broad audience that it&#8217;s difficult to make any impact at all with your marketing efforts or convince very many people that they need your product. \u00a0If you narrow\u00a0and carefully define your <strong>target market<\/strong>, though, your efforts will be more fruitful because they&#8217;re focused on people with a preexisting need or interest in what you offer.<\/p>\n<h3>Step 1: Identify the Customer\u00a0Need You Address<\/h3>\n<p>To define your total market, start by stating the needs you will fulfill: Who are your products\u00a0or\u00a0services intended\u00a0for? Who do you want to do business with?\u00a0What is unique about your product?\u00a0If you&#8217;re selling products used in automotive detailing, your total\u00a0market consists of vehicle owners\u2014that is, all the people who could potentially buy your product. Your business will help them keep their vehicles clean and shiny.<\/p>\n<h3>Step 2:\u00a0Segment Your Total\u00a0Market<\/h3>\n<p>Next, break down this large market into smaller sections, using a process known as <strong>segmentation<\/strong>. You can use a variety of approaches to segment your total\u00a0market into groups with common wants or needs. In this case, we can segment by vehicle ownership and related behavior. Specific segments might include the following:<\/p>\n<ul>\n<li>People who restore classic automobiles<\/li>\n<li>People who drive very old cars and never wash them<\/li>\n<li>People who own expensive cars as a status symbol<\/li>\n<li>Truck drivers<\/li>\n<li>Motorcycle owners<\/li>\n<\/ul>\n<p>Which of these subgroups are likely to be your most productive market segment(s)? You recognize that auto owners who don&#8217;t care about keeping their cars clean and shiny probably won&#8217;t be very interested in your products. Then there are those who care, but they lack the time and interest to do the work themselves. They take their vehicle to a car wash and have someone else do the detailing. Others only worry about auto detailing only when it&#8217;s time for a trade-in.<\/p>\n<p>After further consideration and research, you decide that your market segment will be automobile owners who have both the time and the interest to do their own detailing work\u2014people who enjoy working on their vehicles, who have the time to spend, and who take pride in their vehicle&#8217;s appearance.<\/p>\n<h3>Step 3:\u00a0Profile Your Target Customer Segment(s)<\/h3>\n<p>Next, develop profiles of your target customer(s) to get a true picture of the people you&#8217;re trying to serve. Describe these potential customers as fully as you can. Who will actually buy your product? What do you know about them? Where do they live and what languages do they speak? How much do they spend on car detailing? Where do they shop? What is their annual income? What kinds of cars do they drive? If you&#8217;re selling online, what methods do they prefer for online payment? What websites do they visit? How do they want their product delivered? Identify your customer profile before you conduct market planning so that your planning is a good fit for your customers&#8217; behavior, interests, and needs.<\/p>\n<p>There are many different ways to profile your customers, as shown below:<\/p>\n<table style=\"width: 100%;\">\n<thead>\n<tr>\n<th style=\"text-align: center; width: 98.6372%;\" colspan=\"2\">Common Market Segmentation Approaches<\/th>\n<\/tr>\n<\/thead>\n<thead>\n<tr>\n<th style=\"width: 24.0205%;\" scope=\"col\">Type of Approach<\/th>\n<th style=\"width: 74.6167%;\" scope=\"col\">Segmentation Criteria<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"width: 24.0205%;\">Geographic<\/td>\n<td style=\"width: 74.6167%;\">\n<p>nations, states, regions, cities, neighborhoods, zip codes, etc.<\/p>\n<p><strong>Example<\/strong>: Pizza Hut gives easterners extra cheese, westerners more ingredients, and midwesterners both in response to regional preferences<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 24.0205%;\">Demographic<\/td>\n<td style=\"width: 74.6167%;\">\n<p>age, gender, family size, income, occupation, education, religion, ethnicity, and nationality<\/p>\n<p><strong>Example<\/strong>: Budget Gourmet frozen dinners are targeted to lower-income groups, whereas the Stouffer\u2019s line and California Pizza Kitchen frozen pizzas are aimed at higher-income consumers.<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 24.0205%;\">Psychographic<\/td>\n<td style=\"width: 74.6167%;\">\n<p>lifestyle,\u00a0personality, attitudes, and social class<\/p>\n<p><strong>Example<\/strong>: Harley-Davidson divides its customers into seven lifestyle segments, from \u201ccocky misfits\u201d who are most likely to be arrogant troublemakers, to \u201claid-back camper types\u201d committed to cycling and nature, to \u201cclassy capitalists\u201d who have wealth and privilege.<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 24.0205%;\">Behavioral<\/td>\n<td style=\"width: 74.6167%;\">\n<p>user status, purchase occasion, loyalty, readiness to buy<\/p>\n<p><strong>Example<\/strong>: Heavy shoppers visit the grocery store 122 times per year, compared with 93 annual visits for the medium shopper. On each trip, heavy shoppers consistently spend more than their medium-shopping counterparts.<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 24.0205%;\">Decision maker<\/td>\n<td style=\"width: 74.6167%;\">\n<p>decision-making role (purchaser, influencer, etc.)<\/p>\n<p><strong>Example<\/strong>: Even though family composition and responsibility sharing varies, household decision making skews toward moms making 66% of daily household purchase decisions.<a class=\"footnote\" title=\"Christie, Benjamin. \u201cHousehold Decision-Maker Audience Segment.\u201d Gourmet Ads, November 1, 2022. https:\/\/www.gourmetads.com\/audiences\/household-decision-maker-segment\/\" id=\"return-footnote-3178-1\" href=\"#footnote-3178-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<div class=\"atom__components__figure\">\n<h3 class=\"atom__components__figure__cont\"><span style=\"font-size: 26px; font-weight: 600; word-spacing: normal;\">Step 4: Research and Validate Your Market Opportunity<\/span><\/h3>\n<\/div>\n<p>Now that you have fully identified your target market, conduct research to verify that there will be enough business in this group to support your company in its growth. This process confirms that the need actually exists and that it&#8217;s not just wishful thinking on your part. You need to conduct research to confirm that there are enough potential customers in that group to support your business. You should also do competitive analysis to confirm that what you are offering is not readily available to them elsewhere.<\/p>\n<p>Use both primary and secondary sources in your research. You might consult business directories, obtain statistics regarding automobile owners and their car-care practices, or locate newspaper articles and magazine stories written on the subject. You can also conduct your own market research using techniques such as surveys, focus groups, interviews, and so forth. Your research should also determine the size of the market opportunity in terms of revenue as well as your potential market share.<\/p>\n<p>You can use\u00a0primary and secondary sources to find out how many potential customers there are in the geographic area you have defined and how many businesses are directly or indirectly competing with you. Your market share will be the number of customers likely to buy from you rather than from your competition.<\/p>\n<p>Having defined and validated your target market, you are now better positioned to develop a marketing plan that will reach your potential customers. Perhaps your sales will take off right away\u2014a great problem to have!<\/p>\n<section class=\"textbox example\">\n<div id=\"tnh-video-picker\" class=\"videoPicker\">\n<h3>Which market segments is LEGO targeting?<\/h3>\n<form><label>Select Video:<\/label><select name=\"video\"><option value=\"https:\/\/www.youtube.com\/embed\/qVVGXjtppDk\">Star Wars<\/option><option value=\"https:\/\/www.youtube.com\/embed\/okLFOJzeOgc\">Super Mario<\/option><option value=\"\/\/plugin.3playmedia.com\/show?mf=10015734&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=E0INpvaz3jY&amp;video_target=tpm-plugin-agjduyy6-E0INpvaz3jY\">Land Rover<\/option><\/select><\/form>\n<div class=\"videoContainer\"><iframe src=\"https:\/\/www.youtube.com\/embed\/qVVGXjtppDk\" allowfullscreen><\/iframe><\/div>\n<\/section>\n<p>You can view the <a href=\"https:\/\/course-building.s3.us-west-2.amazonaws.com\/Intro+to+Business\/transcripts\/LEGOStarWarsBrickoramaHowtoGreeble.html\" target=\"_blank\" rel=\"noopener\">transcript for \u201cLEGO Star Wars: Brickorama \u2013 How to Greeble\u201d here (opens in new window).<\/a><\/p>\n<p>There is no closed captioning for the second video, which accompanied by happy peppy background music.<\/p>\n<p>You can view the <a href=\"https:\/\/course-building.s3.us-west-2.amazonaws.com\/Intro+to+Business\/transcripts\/ThehardesttoreachLEGOStoreintheworld.html\" target=\"_blank\" rel=\"noopener\">transcript for \u201cThe hardest to reach LEGO Store in the world\u201d here (opens in new window).<\/a><\/p>\n<section class=\"textbox tryIt\"><iframe loading=\"lazy\" id=\"ohm6537\" class=\"resizable\" src=\"https:\/\/ohm.one.lumenlearning.com\/multiembedq.php?id=6537&theme=lumen&iframe_resize_id=ohm6537&source=tnh&show_question_numbers\" width=\"100%\" height=\"350\"><\/iframe><\/section>\n<hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-3178-1\">Christie, Benjamin. \u201cHousehold Decision-Maker Audience Segment.\u201d Gourmet Ads, November 1, 2022. https:\/\/www.gourmetads.com\/audiences\/household-decision-maker-segment\/ <a href=\"#return-footnote-3178-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":21,"menu_order":10,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Revision and adaptation\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by-sa\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Boundless Marketing\",\"author\":\"\",\"organization\":\"Boundless\",\"url\":\"https:\/\/courses.lumenlearning.com\/boundless-marketing\/\",\"project\":\"\",\"license\":\"cc-by-sa\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Car wash\",\"author\":\"\",\"organization\":\"\",\"url\":\"https:\/\/pixabay.com\/en\/red-hand-water-washing-cleaning-255110\/\",\"project\":\"\",\"license\":\"cc0\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Ford Thunderbird\",\"author\":\"Walter\",\"organization\":\"\",\"url\":\"https:\/\/www.flickr.com\/photos\/walterpro\/14027351615\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Modification of Customer Profile Dimensions\",\"author\":\"fogfish; 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