The diagram is split into heading in the left hand column and definitions in the right hand column, There are six rows. In the first row the heading says better matching of customer needs and the definition says customer needs differ. Creating separate products for each segment makes sense. The second row heading is Enhanced profits for business and the definition is customers have different disposable incomes and vary in how sensitive they are to price. By segmenting markets, businesses can raise average prices and subsequently enhance profits. The third row heading says better opportunities for growth and the definition says market segmentation can build sales. For example, customers can be encouraged to "trade-up" after being sold an introductory, lower-priced product. The fourth row heading says retain more customers and the definition says by marketing products that appeal to customers at different stages of their life ("life-cycle"), a business can retain customers who might otherwise switch to competing products and brands. The fifth row heading says target marketing communications and the definition says businesses need to deliver their marketing message to a relevant customer audience. By segmenting markets, the target customer can be reached more often and at lower cost. The sixth and final row heading says gain share of the market segment and the definition says through careful segmentation and targeting, businesses can often achieve competitive production and marketing costs and become the preferred choice of customers and distributors.