This activity is important because the idea of a "one$-$size$-$fits$-$all" marketing strategy is no longer viable for most marketers targeting U$.$S$.$ consumers. Even though it would be less expensive for firms to create one marketing mix and offer that to all consumers, this strategy would be very ineffective because there are so many differences among people. Marketing managers rely on market segmentation to increase the firm$$s sales, profit, and return on investment.

The goal of this activity is to demonstrate your understanding of the different ways that managers segment consumer markets.

For each description of a consumer market segment, select the appropriate segmentation bias used in its creation.

$1.$ Table for One$$As a recent college graduate, Addison has relocated for her job. Since she's living alone in her new apartment, she hates to cook for herself and relies on quick, healthy, frozen meals from Healthy Choice for most dinners.

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$2.$ Old Bay$$Consumers in the mid$-$Atlantic region love steamed crabs seasoned with Old Bay seasoning. To satisfy their taste for crab spice year$-$round, Herr's Foods offers a line of Old Bay potato chips and popcorn.

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$3.$ Uber Up$$Taesun travels for work on a regular basis and often utilizes Uber's services when he's in a new city. Based on the number of rides Taesun has taken with Uber, he has reached Uber VIP status for being a top rider.

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$4.$ Great Outdoors$$Jayden is happiest when he is outdoors. His weekends are spent with mother nature; camping, hiking, and fishing are his three favorite pastimes. He could spend hours in Cabela's comparing fishing lures.

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$5.$ Bundle Up$$Winter in Alaska begins in October and persists until April, often with highs in the $20$s and lows in the single digits. Because of this, the Anchorage REI stocks an extended line of North Face Summit Series outerwear and clothing.

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$6.$ Clean Castle$$Tom is an engineer who is married to a wealth manager. He and his wife have two children under $5$ years of age and limited free time. To free up their weekends, they recently hired Merry Maids to clean their new home.

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$7.$ Serve and Volley$$Joelle loves to play tennis and is becoming increasingly obsessed with the sport. She spends hours each week taking tennis lessons and researching the latest and greatest Nike tennis clothes and Wilson equipment.

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$8.$ Safety First$$New parents obsess about the safety of their infants. Therefore, when Craig and Lucy found out they were expecting, they began researching new cars and only considered ones with the highest NHTSA safety rating.

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