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Question 17 5 pts S1: Classify the following into Segmentation Bases or Discriminant variables when conducting a needs based segmentation for a company selling gym shoes. Preference for Comfort [Choose ] Preference for Color [Choose ] Preference for Lightweight [Choose ] Preference for Waterproof [ Choose Income of Customer [ Choose Age of Customer Choose ] Education of Customer [Choose ] Reads Fashion Magazines ( Choose Reads Sports Magazines [Choose ) Customer Plays Sports regularly [Choose ] Customer goes to the gym regularly [Choose ] Question 18 2.5 pts S2: The objective of market segmentation is to create segments such that customers within each segment are as heterogeneous as possible. True or False? O True O False D Question 19 2.5 pts S3: Match the two types of variables used for segmentation to their appropriate description: Segmentation Bases [Choose] Discriminant Variables Choose) Question 20 2.5 pts S4: Which of the following types of variables should not be used as segmentation bases when running a needs based segmentation analysis? Variables explaining product preferences Demographic Variables O Behavioral Variables All of these can be used as segmentation bases Question 21 2.5 pts S5: _____ is used to evaluate each segment's attractiveness and select one or more of the market segments O Bass Model Perceptual Maps Clustering Analysis O GE-McKinsey Matrix