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Use the following to answer the questions.
GE Transportation produces locomotive engines for sale in countries around the world. After looking at the total market
for locomotive engines, the company found that various rail lines wanted different types of engines. Major rail lines in the
U.S. and South America wanted engines to haul heavy freight. Rail lines in Sweden and Germany were interested in a
cleaner, greener locomotive engine. Rail lines operated by several Eastern European countries wanted locomotive engines
for running short distances between cities in their own country. GE Transportation is currently manufacturing its GE 4400
for heavy freight, its Hybrid Eco-Engine, and its Dash 9, suited for shortline transport.
130. Refer to Scenario 5.2. Suppose that GE Transportation decided to produce only locomotive engines for rail lines in
the United States. The segmentation variable then would be
a. geographic location.
b. type of organization.
c. market density.
d. product use
e. customer size.
131. Axe has been a successful marketer of men’s body spray, deodorant, and antiperspirants and is a division of
Unilever. Axe supports a variety of fragrances and releases new products which are supported by marketing efforts
including racy advertising spots and a company-owned YouTube channel. The individuals who purchase Axe deodorant
or body spray for their own personal use represent Axe’s _____ market, while retailers such as Target, KMart, WalMart,
and grocery stores such as Kroger represent the company’s __________ market.
a. consumer; business
b. primary; secondary
c. primary; reseller
d. reseller; derived
132. The undifferentiated targeting strategy for finding a target market will likely not be successful if
a. product positioning is needed.
b. the firm defines the total market as its target market.
c. people within the market have heterogeneous needs.
d. people within the market have homogeneous needs.
e. the firm is capable of developing a single marketing mix that satisfies all people’s needs.
133. ____ describe the similarities among potential customers within a market segment and explain the differences among
people in different market segments.
a. Market segmentation variables
b. Market segment profiles
c. Segmentation grids
d. Market differentiation indexes
e. Market concentrations
134. Your marketing team is having a brainstorming session to finalize your target marketing strategy. To make sure all
team members are on the same page, you make the following statement to keep the discussions focused:
If we determine that the needs of the customers we are targeting are ______________, then we need to pursue a
_______________ targeting strategy.
a. homogeneous; undifferentiated
b. heterogeneous; undifferentiated
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c. homogeneous; differentiated
d. homogeneous; correlated
e. homogeneous; concentrated
135. Which of the following statements about the undifferentiated targeting strategy is false?
a. The undifferentiated targeting strategy should be used when the needs of individual customers are similar.
b. The undifferentiated targeting strategy uses one promotional program aimed at everyone in the target market.
c. The undifferentiated targeting strategy is good for use with staple items, such as sugar and salt.
d. The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target
market.
e. The opposite of the undifferentiated targeting strategy is the differentiated targeting strategy.
136. When markets are comprised of people with differing product needs, the marketing manager should use a(n) ____
strategy.
a. concentrated or differentiated targeting
b. market-intensive
c. integrated
d. product-oriented
e. undifferentiated
137. The Gap has recently produced a new line of athletic wear that closely competes with a designer label in its quality,
utility, and appearance. However, it is about half the cost of the designer brand. Product managers for The Gap line plan
to use price sensitivity, brand loyalty, and end use as variables to segment their target market. These are all _______
variables for market segmentation.
a. psychographic
b. usage
c. demographic
d. lifecycle
e. behavioristic
138. The marketing manager for Gillette razors is attempting to determine a sales estimate for the line of products that
provide men with the ability to maintain their facial hair using a traditional razor or an electric razor. The marketing
manager estimates that Gillette has a strong level of loyalty and brand name appeal and will garner 20% of the overall
market. This amount is known as the _______. In addition, the marketing manager believes the total sales for the category
to be $30 million annually for razors and razor blades for men. This is known as the ______________.
a. company sales potential; market potential
b. market share; category sales
c. industry share; company forecast
d. demand; supply
139. The Guitar Center is a music superstore selling instruments, sound equipment, lighting, DJ, as well as band and
orchestra products. The Guitar Center plans to continue its growth across the country by opening 15 to 20 new stores each
year. The Guitar Center has recognized that they have several market segments including professional musicians, DJ
businesses, as well as consumers who purchase instruments for school band and orchestra and has developed a detailed
description of the various customer segments. These detailed descriptions include information such as demographic
characteristics—age, income, and education level, as well as an individual’s preferences regarding what brands of
instruments they purchase, how frequently they visit the store to make a purchase, how much time they spend in the store,
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and the percent of time they select The Guitar Center to make a purchase. What step in the target market selection process
has The Guitar Center completed by describing their target market customers?
a. Step 3: Develop Market Segment Profiles
b. Step 2: Determine Which Segmentation Variables to Use
c. Step 4: Evaluate Relevant Market Segments
d. Step 5: Select Specific Target Markets
140. The Sara Lee Company is attempting to forecast sales for a new ice cream cake. To come up with an accurate
forecast, Sara Lee places the product in Atlanta supermarkets for a period of four months. In this instance, Sara Lee is
using which forecasting method?
a. Time series analysis
b. Market test
c. Executive judgment
d. Regression analysis
e. Survey
141. Jack has just joined a law firm as its purchasing agent for all supplies, equipment, and service contracts. In his
previous position at another company, Jack could make decisions for any purchase up to $1 million; however, at the new
law firm, he can only make decisions for purchases less than $500,000. Recently, Jack has been working with a sales
representative from a computer software firm about a contract for new program to process the firm’s billing statements.
Jack signs the contract, even though it is for $950,000. In this case, Jack ___ part of the market for the software because
_____.
a. is; he has very little buying power.
b. is; has the need for the software.
c. is not; he is willing to spend the firm’s money.
d. is; he has the desire for the software.
e. is not; he does not have the authority to purchase.
142. A marketer that targets customers based on marital status and the presence and age of children is using
a. behavioristic segmentation.
b. lifestyle variables
c. psychographic variables.
d. family life cycle.
e. phase of life segmentation.
143. When evaluating market segments, assessment of competitors is important because
a. it is difficult to segment a market when it has multiple competitors.
b. an absence of competitors usually creates difficulties in accurately measuring segment sales potential.
c. sales estimates may cause a segment to appear to be lucrative, but there may be several competitors that together
have a large share of that segment.
d. a competitive analysis may lead to confusion as to who are the key competitors.
e. competition is generally not a major problem as long as a marketer is aware of it.
144. Katy Ramirez is a marketer for a company that produces in-ground swimming pools. When forecasting company
sales, she finds a direct association between past sales and per capita income. Which sales forecasting technique is Katy
using?
a. The Delphi technique
b. Executive judgment
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c. Time series analysis
d. Market tests
e. Regression analysis
145. Alli segments its diet pills based on those who have morning cravings, those who tend to overeat near the end of the
day, those who need all day long appetite suppression, and those who want appetite control and more energy. This is an
example of market segmentation based on variables of
a. demographics.
b. lifestyles.
c. psychographics.
d. behavior.
e. personality characteristics.
146. You have just been promoted to vice president of marketing for your firm. Unlike your predecessor, you believe the
firm can increase its sales in a market by focusing on more than one segment of the market. You recognize to do this
means your firm will incur higher production costs. Based on this information, which of the following targeting strategies
are you advocating?
a. A concentrated targeting strategy
b. An undifferentiated targeting strategy
c. A broad-based targeting strategy
d. A differentiated targeting strategy
e. A heterogeneous targeting strategy
147. Population density and city size are ____ variables used for market segmentation.
a. geographic
b. demographic
c. psychographic
d. environmental
e. geodemographic
148. The ability to purchase a product is a function of
a. buying power.
b. desire.
c. willingness.
d. authority.
e. needs.
149. Which of the following forecasting methods is least dependent on historical sales data?
a. Regression analysis
b. Trend analysis
c. Time series analysis
d. Cycle analysis
e. A market test
150. What is the main problem with using a market test as a forecasting tool?
a. Difficult to interpret
b. Expensive
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c. Inaccurate
d. Unacceptable to consumers
e. Overused
151. Segmentation variables are usually grouped into four categories:
a. demographic, geographic, religion, and income.
b. geopolitical, income, behavioristic, and psychographic.
c. attitudes, lifestyles, behaviors, and gender.
d. geographic, demographic, psychographic, and attitudes.
e. demographic, geographic, psychographic, and behavioristic.
152. Which of the following variables would most likely be used to segment a business market?
a. An attitude of the company’s CEO
b. The geographic location of the company
c. The lifestyle of the company’s buying agent
d. Net income generated by the company
e. Common opinions of the company’s employees
153. Kelly’s Kids is a home-based business that sells high-quality children’s clothing at premium prices using in-home
parties. These in-home parties typically cater to families with small children and middle- to upper-middle-class income.
Kelly’s Kids is using ____ variables to segment its market.
a. demographic
b. psychographic
c. sociographic
d. behavioristic
e. geographic
154. Beats by Dr. Dre (Beats), is a leading audio brand founded in 2006 by Dr. Dre and Jimmy Iovine and was acquired
by Apple Inc. in 2014. Beats has become a favorite brand among consumers who enjoy listening to music and somewhat
of a status brand. The company markets a variety of products including headphones, earphones, speakers, and accessories.
The product managers for the Beats product groups are involved in the sales forecast process for their products which is
important to ensuring strong support for retailers and customers as well as to achieve sales objectives. The product
managers hire experts create initial forecasts, submit them to the company for averaging, and have the results returned to
them so they can make individual refined forecasts. The procedure is iterative and may be repeated several times until the
experts who are working independently reach a consensus. The process typically results in a very reliable sales forecast.
What type of sales forecasting method do the product managers of Beats use?
a. Delphi technique
b. trend analysis
c. expert forecasting survey
d. executive judgment
155. In order for the marketer to achieve effective market segmentation, which of the following conditions must exist:
a. The segments must be small enough to manage effectively.
b. It must be possible to do a regression analysis on potential segments.
c. Consumers’ needs for the product must be homogeneous.
d. The firm must be able to sell effectively to the chosen segment with a specific sales price.
e. The segment must have enough profit potential to justify the development of a special marketing mix for the
segment.
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156. The forecasting techniques that assume past sales patterns will continue into the future are all variations of
a. regression analysis.
b. random factor analysis.
c. seasonal analysis.
d. time series analysis.
e. past sales forecasting surveys.
157. When a company has its sales forecasts prepared by management consultants, economists, or college professors, it is
using a(n)
a. expert forecasting survey.
b. Delphi technique.
c. random factor analysis.
d. external judgment survey.
e. market test.
158. If your firm uses a ______________ targeting strategy, you can expect to need __________ production processes to
support the strategy.
a. Concentrated; More
b. Differentiated; More
c. Undifferentiated; More
d. Differentiated; Less
e. Undifferentiated; More
159. Using the breakdown approach to sales potential, estimates are made
a. by referring to specific geographic factors.
b. by establishing levels of marketing effort that will be required to achieve specific levels of sales.
c. without reference to industry marketing efforts.
d. without reference to general economic conditions.
e. by starting with general economic conditions.
160. Often, the Delphi technique is used in conjunction with an expert forecasting survey. The major objective is to
a. allow an opportunity to obtain diverse expert opinions.
b. allow experts to work separately to reach a consensus as to their forecasts.
c. reach an accurate sales forecast through the use of multiple sales forecasting techniques.
d. determine if the expert forecasting survey is superior to regression analysis.
e. assess the extent to which this year’s sales forecast is more accurate than that of previous years.
161. Bethlehem Steel provides steel for a variety of uses to its various customers. Customers have different needs for the
steel and thus Bethlehem has to prepare the raw steel differently depending on how customers will use it in their
production processes. The primary business segmentation variable in this example is
a. geographic location.
b. customer size.
c. product use.
d. customer importance.
e. organization classification.
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162. Mattel views the toy market as composed of four age groupings, each with different needs and desires. Mattel is
using a(n) ____ targeting strategy for its groups, which are known as _____.
a. undifferentiated market; market segments
b. undifferentiated market; heterogeneous.
c. differentiated; market segments.
d. differentiated; the marketing mix.
e. concentrated market; heterogeneous.
163. The sales prediction technique based on the correlation between sales and other factors⎯such as population density,
per capita income, or family size⎯is
a. executive judgment.
b. time series analysis.
c. regression analysis.
d. a market test.
e. an expert survey.
164. Frito-Lay Snack Foods is currently conducting market segmentation studies. For several segments, they have
completed competitive assessments and cost estimates. The next major step they must take is to
a. determine which segmentation variables to use.
b. develop market segment profiles.
c. identify the appropriate targeting strategy.
d. select specific target markets.
e. develop sales forecasts.
165. Ride Snowboard Company was founded in 1992 and now based in Seattle, Washington. The company estimates that
snowboard enthusiasts typically spend about $600 annually on gear even though they only get on the slopes about 50 days
a year. However, Ride products are available in markets where the typically customer can average 30 days on the slopes
using their equipment so Ride ensures that they have store outlets near ski resorts such as Colorado, Vermont, and Utah.
What type of segmentation variable does Ride utilize when selecting locations for its retail outlets?
a. geographic
b. demographic
c. lifestyle
d. psychographic
166. The sales forecasting method that consists of making a product available to buyers in one or more locations and
measuring purchase response is
a. a market test.
b. regression analysis.
c. trend analysis.
d. a survey
e. the Delphi technique.
167. Tiffany’s markets its exclusive jewelry and gifts to high-income individuals interested in high-quality products and a
well-known brand name. It uses the same marketing mix to reach this market. Tiffany’s uses a(n) ____ strategy.
a. undifferentiated
b. differentiated targeting
c. exclusive targeting
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e. concentrated targeting
168. Micromarketing is
a. a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets.
b. developing a very specific marketing mix that will effectively meet the needs of only a small segment of the
market.
c. marketing efforts that are tightly controlled by high-level executives in the organization.
d. a way to segment the market to meet the needs of individuals with the same motives and personality attributes.
e. creating advertising that is so specific to a certain type of individual that few people outside that micromarket will
respond to the message.
169. General Electric calculates that the total number of light bulbs sold to consumers in the next year by all light bulb
producers is 1 billion, given anticipated marketing efforts by the firms involved. This figure represents the industry’s
a. sales potential.
b. market potential.
c. target growth rate.
d. sales forecast.
e. sales objective.
170. The first step in the target market selection process is
a. determining which segmentation variables to use.
b. selecting specific target markets.
c. identifying an appropriate targeting strategy.
d. evaluating relevant market segments.
e. developing market segment profiles.
171. Dell segments its business markets into small business, corporate, government agencies, K-12 schools, and higher
education institutions. The primary segmentation variable used in this example is
a. geographic location.
b. type of organization.
c. secondary product use.
d. customer size.
e. market potential.
172. Many companies today employ a sales forecasting manager or sales planner to determine the sales forecasts for
individual products. Forecasting managers may utilize Excel to perform _______________ where sales is the dependent
variable and a variety of other factors such as company size, annual purchases, and number of years as a customer are the
independent variables. Fastenal, a reseller of tools, fasteners and other items required for manufacturers relies on this
sophisticated and mathematical approach to forecasting sales by first utilizing historical sales data incorporating a 10-year
history of sales for each product category such as different brands of tools and supplies—nuts, bolts, screws, etc. The sales
forecasting manager is then able to identify the relationship between the independent variables and the dependent
variables to determine an accurate sales forecast.
a. regression analysis
b. time series analysis
c. statistical demand analysis
d. sales force forecasting survey
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173. After a firm has identified an appropriate targeting strategy, the next step in the target market selection process is
a. determining the demographic variables of the target market.
b. developing market segment profiles.
c. determining which segmentation variables to use.
d. selecting specific target markets.
e. evaluating relevant market segments.
174. Your firm’s finance department has just issued new guidelines for how market segments are to be evaluated based on
sales expectations. In general, the new guidelines require the marketers to measure company sales potential based on a
general economic forecast for a time period. Which one of the following types of market segment evaluation approaches
is the finance department advocating?
a. Breakdown approach
b. Economic analysis approach
c. Buildup approach
d. Market potential approach
e. Gross margin approach
175. Which of the following statements about market segment profiles is true?
a. They can be used to calculate a lifetime value for each customer in a segment.
b. They are used to describe differences among people in different market segments
c. They can only deal with demographic characteristics.
d. They provide marketers with a cost estimate for serving potential customer groups.
e. They cannot be used to describe similarities among potential customers.
176. After an organization has determined which of the many segmentation variables it will use, the next step in the target
market selection process is
a. evaluating each of the relevant market segments.
b. selecting the specific target markets.
c. reviewing the appropriate marketing strategy.
d. analyzing the interaction between segmentation variables.
e. developing market segment profiles.
177. Volkswagen markets its Routan to large families, its R32 racecar to men, and its Jetta to young singles. What
targeting approach is Volkswagen using?
a. Concentrated
b. Strategic
c. Differentiated
d. Undifferentiated
e. Multisegmented
178. DeShon has just become the new marketing analyst for a company that produces vinyl siding for homes. In an effort
to forecast his firm’s sales for the coming year, he needs to find where the greatest opportunities are for selling his
product. DeShon looks at the sales for the last five years and calculates a growth trend. He then collects data from a
combination of other factors, such as population density, family size, home ownership, and per capita income. Finally,
DeShon looks at the correlation between the sales trend data and the various combination of demographic data. DeShon is
employing the ____ forecasting method for the sales growth trend and the ________ method for the correlation.
a. Time series analysis; regression analysis
b. Executive judgment; regression analysis
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c. Market tests; regression analysis
d. Regression analysis; time series analysis
e. Market tests; time series analysis
179. Your marketing team is currently working through the target market selection process to identify which customers
your firm will target with a new technology product being developed. You are currently in the process step where you
must consider the target market characteristics, the product attributes, and the firm’s objectives and resources. Which of
the five steps in the target market selection process are you currently working on?
a. Step #1 – Identify the appropriate targeting strategy
b. Step #2 – Determine which segmentation variables to use
c. Step #3 – Develop market segment profiles
d. Step #4 – Evaluate relevant market segments
e. Step #5 – Select specific target markets
180. If a company segments its market on the basis of their reasons for purchasing a particular product, the primary
segmentation variable in use is
a. lifestyle.
b. motives.
c. personality.
d. benefit expectations.
e. personality attributes.
Use the following to answer the questions.
GE Transportation produces locomotive engines for sale in countries around the world. After looking at the total market
for locomotive engines, the company found that various rail lines wanted different types of engines. Major rail lines in the
U.S. and South America wanted engines to haul heavy freight. Rail lines in Sweden and Germany were interested in a
cleaner, greener locomotive engine. Rail lines operated by several Eastern European countries wanted locomotive engines
for running short distances between cities in their own country. GE Transportation is currently manufacturing its GE 4400
for heavy freight, its Hybrid Eco-Engine, and its Dash 9, suited for shortline transport.
181. Refer to Scenario 5.2. Currently, GE uses several sales forecasting methods. One method is to sell the different
locomotive engines to buyers in different countries, and then measuring the purchasing response in each. In this case, GE
Transportation is using the _____ method to forecast future sales.
a. Delphi
b. Market test
c. Regression analysis
d. Volume usage
e. Trend analysis
182. When using personality characteristics as a market segmentation variable, marketers generally
a. conduct personality assessments of their potential target market to determine which personality characteristics
they possess.
b. use research developed by clinical psychologists to determine which personality characteristics consumers using
their products are most likely to have.
c. use generic characteristics that all members of the population have.
d. use a positively viewed characteristic they assume much of their target market has or would like to have.
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e. conduct a series of focus groups to determine both the positive and negative characteristics members of their
target market are perceived to have.
183. Individuals, groups, or organizations with one or more similar characteristics that cause them to have similar product
needs are classified as
a. market segments.
b. heterogeneous markets.
c. concentrated markets.
d. demographic segments.
e. strategic segments.
184. Characteristics of individuals, groups, or organizations that are used for dividing a total market into smaller
homogeneous groups are called ____ variables.
a. marketing
b. classification
c. segmentation
d. stratification
e. dividing
185. A forecasting method that predicts sales based on relationships between past sales and other variables is called
a. regression analysis.
b. customer forecasting surveys.
c. the Delphi technique.
d. random factor analysis.
e. time series analysis.
186. Any group of people who, as individuals or as organizations, have needs for products in a product class and who
have the ability, willingness, and authority to buy such products is a(n)
a. business market.
b. market.
c. undifferentiated market.
d. segmented market.
e. market variable.
187. The marketer uses segmentation variables to divide a market into segments. All of the following statements are true
about segmentation variables except:
a. The variables should be related to the customer’s needs relative to the product being marketed.
b. The variables must be measurable.
c. The variables should be based solely on demographic characteristics.
d. The variables should be related to the customer’s behavior relative to the product being marketed.
e. The variables should be related to the customer’s uses of the product being marketed.
188. The target market selection process involves _______ steps. The first step is ____________, and the last step is
_____________.
a. Five; Select the target market; Identify the targeting strategy
b. Five; Identify the targeting strategy; Select the target market
c. Six; Select the target market; Evaluate the potential of the target market
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d. Five; Determine segmentation variables; Select the target market
e. Six; Develop market segment profiles; Select the target market
189. If Morton Salt saw all table salt customers as pretty much alike and thus offered only one marketing mix, it would be
using the ____ strategy.
a. directed
b. undifferentiated
c. segmented
d. differentiated
e. product-use
190. Taco Bell has been very inventive in partnering with companies such as Frito Lay to create new menu items.
Recently Taco Bell developed the Nacho Cheese Doritos Locos Tacos, a Taco Supreme® made with premium seasoned
beef, crisp lettuce, diced juicy red ripe tomatoes, real cheddar cheese, and topped with cool reduced-fat sour cream, in a
shell made from Nacho Cheese Doritos® Chips. Prior to the partnership and roll-out of product throughout the Taco Bell
system, a _______ was conducted where several “test” stores carried the products for a limited time and Taco Bell and
Frito Lay could measure the actual sales to gauge the strength of the brand and opportunity for success.
a. market test
b. market analysis
c. sales forecast
d. company sales prediction
191. The Pillsbury company defines all individual consumers who are purchasers of flour as its target market. It also
defines all businesses who purchase flour as its target market. What targeting strategy would be most appropriate in this
case?
a. Concentrated
b. Undifferentiated
c. Wide appeal
d. Differentiated
e. Clustered
192. Alex Wren of Owens Corning Fiberglass talks to Terry Jones, a homebuilder, to find out how much fiberglass
insulation he intends to use in building homes during the next year. Albert then multiplies that number by the total number
of builders in the territory. He is using a ____ approach to measure sales potential.
a. multivariable
b. use of product
c. breakdown
d. regression
e. buildup
193. Estimating the cost of entering a market and focusing on a specific target segment is important because
a. cost estimates are crucial to estimating sales potential accurately.
b. higher costs will keep other potential competitors from entering that particular segment.
c. customers are more likely to be attracted to marketers that invest heavily in the target segment.
d. the organization’s marketers need to know if they can reach the segment at costs equal to or below competitors’
costs.
e. higher cost generally ensures long-term success.
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194. Budweiser may choose to segment its market based on heavy, moderate, and light drinkers of its alcoholic beverages.
This is an example of market segmentation based on
a. behavioristic variables.
b. benefits.
c. lifestyles.
d. psychographic variables
e. demographic variables.
195. Which of the following is the biggest drawback to using psychographic variables?
a. They are very costly to collect.
b. They are difficult to measure.
c. They give poor information about consumer needs.
d. They do not reflect socioeconomic characteristics of consumers.
e. The resulting segments are difficult to be reached.
196. Walmart sells numerous products, including packaged food, produce, automotive maintenance services, eyeglasses,
clothing, and toys. Walmart advertises itself as a store where “we save people money so they can live better,” focusing on
its low prices as the customer’s most important need. Walmart’s advertising appears to use a(n) _____ strategy to a
market that is _____.
a. undifferentiated; homogeneous.
b. undifferentiated; heterogeneous.
c. differentiated; homogeneous.
d. homogeneous; differentiated.
e. heterogeneous; undifferentiated.
197. Which of the following is not a characteristic of a consumer market?
a. it consists of purchasers who intend to consume or benefit from the purchased products
b. they do not buy products for the main purpose of making a profit
c. they are sometimes referred to as B2C markets
d. their purchasing decisions are always made by only one individual
e. they may buy the product, but not use it themselves
198. Demographic variables such as income and occupation, as well as how people spend their time and the importance of
things in their surroundings, are all factors considered in ____ segmentation.
a. psychographic
b. social class
c. lifestyle
d. personality
e. family life cycle
199. Seventh Generation is a company producing products that limit the amount of negative impact on the environment.
Their product line includes dishwashing liquid, toilet paper, paper towels, baby wipes, and laundry detergent, to name a
few. Seventh Generation is now interested in producing a new line of clothing; mostly t-shirts, shorts, and long pants for
both men and women. Their research indicates that they should use psychographic segmentation in their marketing
strategy. Which group of segmentation variables will Seventh Generation be using?
a. Geographic location
b. Age, sex, and socioeconomic characteristics