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GATHERING INFORMATION AND SCANNING THfc ENVIftONMEh, T CHAPTER 3 E3

Diversity goes beyond ethnic and racial markets. More than SH mil linn Americans have disabilities, and they constitute a market for home deli wry companies inch as Peapod. and for various medical services.

Educational Groups

The population in any society fails into flV< SducatfcnaV groups; illiterates, htgl) Jchout drOpOutS, high school diplomas, college degrees, and professional degrees. in Japan, 99 percent of the population is literate, whereas in the United Stales 10 to 15 percent of the population may he functionally illiterate. However, the United States has one of the world's highest percentages of college-educated citizens, around 3f> percent. The high number of educated people in the United States spells a high demand for quality hooks, magazines, and travel, and a high supply of skills.

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