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They need special attention and education from printers. These customers may be business owners or perhaps assistants to owners. Everything they know about printing, they learn from advertising. Many identify "printers" with desktop printers.
Imagine you have no experience working with this industry and have to find a printer to produce business materials. How would you go about it? That's what this group experiences. They'll ask friends and colleagues for names of printers, or they'll skip this step entirely and source printing with an e-commerce site or at one of the big box stores, such as Staples, Office Max, Office Depot or FedEx Office.
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