The VP$\text{'}$s Reaction to Your Choice of Income

Customer and agent sitting at desk in meeting

The VP stops by your office to discuss your last targeting decision:

"Premium$-$priced products are more successful when targeted at a more affluent segment. I agree that Sauber should focus on high$-$income consumers in the U$.$S$.$ market."

Click Next to continue.Mentoring Moment: Segmentation

The segmentation process allows marketers to divide large, diverse markets into smaller, more homogeneous segments. Four basic types of variables are used to segment markets: geographic, demographic, psychographic, and behavioral.

Drag the variable description and drop it into the correct segmentation variable type.

Life cycle: Louis and Theresa have a full house of kids living at home ages $15,12,$ and $10.$

Personality: Phil is outgoing, gregarious, and always up for an adventure.

Occupation: Tyrese is an engineer who works full time for a government contractor.

Usage rate: Erin loves lattes and visits her local coffee shop on a daily basis to get her fix.

Occasion: George only buys his wife flowers once a year. She gets a dozen red roses every Valentine's Day.

Social class: Ellie has a Harvard MBA, a $$500,000$ salary, a trust fund, and a high$-$power career, which places her in the upper upper class.