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Many consumers and consumer advocates are critical of individualized segmentation approaches due to personal privacy concerns.

• They argue that technology had made it far too easy to track buyer behavior and personal information.
• Marketers counter that individualized segmentation can lead to privacy abuses, but that the benefits to both consumers and marketers far outweigh the risks.
• Where do you stand on the issue?
• What are the benefits and risks associated with individualized segmentation?

In your own words