Consumer and business marketers use many of the same variables to segment markets.Business marketers use all of the following EXCEPT _ .
A)situational factors
B)purchasing approaches
C)brand personalities
D)operating characteristics
E)personal characteristics

Question

Quizplus · Accepted Answer

Business marketers do not typically use brand personalities to segment markets, as this is more relevant to consumer markets where emotions and personal preferences play a larger role in decision making. Business marketers focus on factors such as situational factors (timing, purpose, location), purchasing approaches (buying center, decision-making unit), operating characteristics (company size, industry, technology), and personal characteristics (job title, role, decision-making power) to segment markets.

Consumer and Business Marketers Use Many of the Same Variables