DIFFERENTIATE - to show or find the difference between things that are compared, MARKET CHALLENGER - the company or product that is second in market share, MARKET FOLLOWER - a company that is not the leading company in a particular market but that chooses to keep its position rather than competing in a forceful way to increase its share of the market, MARKET LEADER - the company that sells most of a product or service in a particular market, MARKET SEGMENTATION - the dividing of all possible customers into groups based on their needs, age, education, income, MARKET SHARE - the number of things that a company sells compared with the number of things of the same type that other companies sell, NICHE - an area or position that is exactly suitable for a small group of the same type, UNIQUE SELLING PROPOSITION (USP) - a feature of a product that makes it different from and better than all its competitors,

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