Part I. Your textbook identifies four general bases that can be used to segment the consumer market: geography, demographics, psychographics, behavioral. Please provide an example of product market for each of these segmentation bases using that characteristic and explain your answers with proper justifications. (6 points)

Part II. Select one specific segmenting variable from each segmentation base and use it to identify two potential market segments that would need to be served differently for each of the four product markets you listed above. Then, create a descriptive name (i.e. nickname) for each segment. (8points) Important Tip: The two segments chosen in Part II do not have to cover the entire product markets.

Part III. Please list the segmentation criteria and explain why each of them is important for successfully segmenting the market. (11 points)