Age is a commonly used method of segmentation.Age alone,however,may be dangerous because _________.
A)Lumping older or younger customers together in one group may not truly reflect the market
B)Family life cycle may be a better method
C)Sometimes marketers miss a less-than-obvious segment based on assumptions instead of research
D)Chronological age and attitudinal age may be different
E)All of these

Question

Quizplus · Accepted Answer

Marketers must take care to understand that age alone often is not sufficient for successful segmentation. Older consumers exhibit great differences from person to person on such things as income, mobility, and work status. In fact, marketing managers in companies ranging from travel to insurance to health care have come to realize that lumping older consumers into one group is not an effective segmentation approach because of the vast differences in other important variables.

Age Is a Commonly Used Method of Segmentation