Paul Is Considering Psychographics as a Way to Segment the Market

question 36

Multiple Choice

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

• A) it is based on underlying motivations of target customers.
• B) it is easier to use than demographics.
• C) the travel business doesn't respond well to other approaches to segmentation.
• D) psychographics is the preferred method for service businesses.
• E) psychographic segmentation is the least expensive method.

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Definitions:

Flee

To run away from a place or situation of danger.

Introverted

Characterized by a preference for focusing on one's inner thoughts and feelings rather than seeking external stimulation.

Respectful

Characterized by showing politeness, honor, and care towards others.

Type A

A personality type characterized by high levels of competitiveness, self-imposed stress, impatience, and a sense of urgency.