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We discount the cash flows of a levered firm with a different discount rate than the cost of equity of the unlevered firm because:
Consumer Markets
Markets consisting of individuals and households that purchase goods and services for personal consumption.
Product Usage
The manner in which a consumer uses a product, which can influence product development, marketing strategies, and customer satisfaction.
Market Segment
Refers to the division of the potential market into distinct groups of customers with common needs or characteristics.
Viability
The ability of a business, project, or idea to survive or to sustain itself and achieve long-term success.
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