Sherwin Williams Company Provides Paint and Supplies to Businesses and Individuals

Multiple Choice

Sherwin Williams Company provides paint and supplies to businesses and individuals through its network of company-owned retail outlets. Sherwin Williams employs outside sales representatives who make personal calls with prospects and customers in order to gain insight about their needs and persuade them to utilize Sherwin Williams for their painting projects. Typically, a Sherwin Williams sales representative will focus his or her efforts on specific customers such as hospital facility managers, apartment complex managers, painting contractors, or education institution facility managers. Sherwin Williams is utilizing the ______ variable for segmenting business markets.

A) type of organization
B) customer size
C) geographic location
D) product use