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 must be measurable.

b$.$ The variables should be related to the customer's needs relative to the product being marketed.

c$.$ The variables should be related to the customer's uses of the product being marketed.

d$.$ The variables should be related to the customer's behavior relative to the product being marketed.

e$.$ The variables should be based primarily on demographic characteristics.

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