Justin Has a Bookstore, Both Online and a Physical Store

Multiple Choice

Justin has a bookstore, both online and a physical store. He had not been using any sort of segmentation, but you have worked with him to identify the market for his book selections, and after brainstorming the two of you have decided on a behavioral approach to maximize his marketing efforts. What is your next move?

A) Narrow the market further
B) Decide which behavioral variables are significant for customer distinctions
C) Examine his merchandise to see if there are sufficient books and merchandise to meet the demands of the segments
D) Rank order the segmentation approaches within the behavioral approach.