The marketer uses segmentation variables to divide a market into segments. All of the following statements are true about segmentation variables except:
A) The variables should be related to the customer's needs relative to the product being marketed.
B) The variables must be measurable.
C) The variables should be based solely on demographic characteristics.
D) The variables should be related to the customer's behavior relative to the product being marketed.
E) The variables should be related to the customer's uses of the product being marketed.

Question

Quizplus · Accepted Answer

Segmentation variables should not be based solely on demographic characteristics. Instead, they should be based on the customer's needs, behavior, and uses of the product being marketed. Demographic characteristics may be used as one of the segmentation variables, but they should not be the sole basis for segmentation.

The Marketer Uses Segmentation Variables to Divide a Market into Segments