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Supermarkets typically serve a broader customer base, analysts say.
Some of these deals could also enable Citigroup to reach a broader customer base.
The arrangement should give Hortonworks more credibility and open a broader customer base to which it can offer its services.
But with Honda, he said, the company is gaining, "access to a broader customer base, and a customer base that is conscious of the environment".
To reach a broader customer base, Ms. Wan said, the company is building more stores while also mailing out more catalogs.
"It's a chance to extend the brand to a broader customer base outside the traditional audiophile community," said Joe Atkins, chief executive of Bowers & Wilkins.
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While Mr. Tom's firm attracts a more affluent clientele, other companies report a broad customer base.
"Dunkin' has broad customer appeal, and they've done a good job of delivering high quality coffee".
Critics retort that much of that volume comes not from a broad customer base, but from customers taking out additional loans to cover the original debt.
Its performance can reflect economic trends because of its broad customer base, which includes industries as diverse as aerospace, construction, electronics and beverage cans.
"In Deltek, we found a vertical market leader with unmatched solutions, a loyal and broad customer base, passionate employees and significant organic and acquisition-led growth opportunities".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com