Question: The segmentation process allows marketers to divide large, diverse markets into smaller,more homogeneous segments. Four basic types of variables are used to segment markets: geographic,

The segmentation process allows marketers to divide large, diverse markets into smaller,more homogeneous segments. Four basic types of variables are used to segment markets: geographic, demographic, psychographic, and behavioral.

Drag each variable description and drop it into the correct segmentation variable type.

Life cycle: Louis and Theresa have a full house of kids living at home ages

15, 12,

and

10 .

Occupation: Tyrese is an engineer who works full time for a government contractor.

Usage rate: Erin loves lattes and visits her local coffee shop on a daily basis to get her fix.

Social class: Ellie has a Harvard MBA, a $

500, 000

salary, a trust fund, and a high

-

power career, which places her in the upper upper class.

Occasion: George only buys his wife flowers once a year. She gets a dozen red roses every Valentine's Day.

Personality: Phil is outgoing, gregarious, and always up for an adventure.

The segmentation process allows marketers to divide large, diverse markets into

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