1. How would you describe Dunkin' Donuts' approach to market segmentation? (As with most marketers, Dunkin' uses a combination of different segmentation variables. Discuss how the company might draw upon geographic, demographic, psychographic, and behavioral variables in determining its market structure. Ask students to provide examples of each type. As a class, try to determine which variables appear to be most important to Dunkin' in targeting its customers. Look at its expansion plan. What variables will play into its expansion as it has a long-term goal of 17,000 U.S. locations, double the current number?