A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would most likely be used by the marketer to assist with the task?
A) purchasing approaches
B) personal characteristics
C) situational factors
D) demographic
E) operating variables

Question

Quizplus · Accepted Answer

Operating variables, such as technology and customer capabilities, would be the most relevant segmentation variables for a marketer interested in segmenting a business market based on these factors. Purchasing approaches, personal characteristics, situational factors, and demographics may also be considered, but they would likely be secondary variables in this particular segmentation approach.

A Marketer Is Interested in Segmenting a Business Market Based