Alicia Had Taken a Marketing Position in a Small Company

Multiple Choice

Alicia had taken a marketing position in a small company which had never had a marketing function or individual before. She explained segmentation to the owner of the firm, and the owner asked Alicia to come up with as many segment variables as possible using behavioral segmentation. Alicia argued for fewer segment variable as it makes the process less complicated and is generally preferred as long as the fewer variables allow for accurate and meaningful categorization and

A) no other segmentation approaches are used.
B) competitors and industry standards use fewer variables.
C) there are clear distinctions among different customer groups.
D) adequate research can support the choices.