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Anytime Fitness is a company that has 24/7 fitness centers. Members are given keys to the centers and can work out any time, any day. The company provides modern equipment, but not classes and personal training sessions like other gyms. You are a marketing manager for this company and need to select a target market.

1. What segmentation criteria would you use to segment this market?
2. Of the segments you included in your answer above, select one as your target market and describe it in detail. Why did you select it?
3. What key benefits will you present to potential customers? Why should they care (i.e. how will make these benefits appealing)?

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