When Segmenting Markets, Why Can't Managers Simply Choose One or Two

question 132

Multiple Choice

When segmenting markets, why can't managers simply choose one or two demographic characteristics around which to define their target group?

• A) It puts marketers at risk of discrimination lawsuits.
• B) Customer behavior is too complex to be explained in terms of just one or two demographic characteristics.
• C) Demographic characteristics do not influence buying behaviors.
• D) It will fail to produce a homogeneous group.
• E) Market segments must be based on three or more dimensions to be valid.

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Definitions:

Obsession

A persistent, intrusive, and unwanted thought or impulse that causes significant distress or anxiety.

Delusion

A false belief, not generally shared by others in the culture.

Phobia

A persistent, irrational fear of some specific object, situation, or activity that poses little or no real danger.

Specific Phobia

A specific phobia is an overwhelming and unreasonable fear of a particular object, situation, or activity that poses little to no real danger but leads to avoidance behavior.