The Marketer Uses Segmentation Variables to Divide a Market into Segments

Multiple Choice

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 should be related to the customer's needs relative to the product being marketed.
B) The variables must be measurable.
C) The variables should be based solely on demographic characteristics.
D) The variables should be related to the customer's behavior relative to the product being marketed.
E) The variables should be related to the customer's uses of the product being marketed.