You are the head of marketing for a successful grocery store chain based in chicago, illinois. you and your marketing team are going through your annual process of analyzing your existing market segments, and new market segments that your firm might decide to enter in the upcoming year. in your discussions with your team, you come to realize that you don't have a clear understanding of the similarities and differences that exist among your various market segments. based on this revelation, you instruct your team to ______________________ in order to correct the situation.