Kim's Kayak Tours initially identified active retirees living in the retirement community nearby as one of its target markets.Kim then tailored her service and marketing message to the interests and schedules of that audience.Kim initially used __________ segmentation and then used __________ segmentation.
A) micromarketing; loyalty
B) lifestyle; macromarketing
C) geodemographic; lifestyle
D) geographic; loyalty
E) behavioral; geodemographic

Question

Quizplus · Accepted Answer

The initial targeting of active retirees living in the retirement community nearby is an example of geodemographic segmentation since it is based on demographic and geographic factors. When Kim tailored her service and marketing message to the interests and schedules of that audience, she shifted to lifestyle segmentation, which is based on psychographic factors such as activities, interests, and opinions.

Kim's Kayak Tours Initially Identified Active Retirees Living in the Retirement