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:

Gender Preferences

Involves individuals' inclinations towards certain genders, which can influence attractions, relationships, or identity.

Sexuality

The capacity for sexual feelings and their expression; how individuals experience and express themselves as sexual beings.

Dichotomy

A division or contrast between two things that are represented as being entirely different or opposite.

Continuum

Refers to a continuous sequence where adjacent elements are not perceptibly different from each other, but the extremes are quite distinct.