DIRECTIONS: In the table below, denote which consumer segmentation base is being used to segment the market. You can use the letter of the base as noted below. Note: Sometimes more than one segmentation base in combination (that is, multiple segmentation) has been used. Choose from the following segmentation bases A=Geographic C = Benefits E = Psychographic B = Behavioral D = Demographic ACTIVITY/TASK Description Consumer Segmentation Base 1. A bank that markets home loans to young married people and financial planning services to retired people 2 A mobile phone company that targets people who frequently vacation in remote parts of the world 3. A gourmet cheese company that targets people buying cheese platters for a dinner party or function 4. Computer software firm that is most interested in households with a high level of software purchases 5. Prestige car manufacturers who highlight the status associated with owning one of their vehicles 6. Smart phone manufacturers targeting those consumers who are interested in purchasing their first smart phone in the future. 17. A plumber deciding to do send out mailers to his local area. 8. A book publisher that specializes in children's books 9. A home delivered spring water company advertising in a health magazine 10. A travel package tour operator targeting retired people who want educational travel experiences