In many other segments, including major categories like midsize cars, fullsize pickups, small crossovers and small sedans, performance is secondary, if on the radar screen at all.

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Many more e-commerce startups are beginning to follow their path in different categories and consumer segments.

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In May a survey asked 94, 000 HP employees to grade the management in 15 categories and, while HP got high marks in seven segments, the workers gave below-average grades in three: The troops said they don't yet understand the adaptive strategy and feel stretched thin by their new roles.

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JackThreads , an online shopping site for men, used Custom Audiences to target specific segments of its customer database and target them with ads for products in categories the company knew were most relevant to them such as sneakers.

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While same-store sales rose for categories like mobile phones, tablets, and appliances, they fell in segments like entertainment, computers, and TVs.

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