What is the key to using behavioral segmentation successfully in consumer markets?
a.
The firm must clearly link behavioral characteristics with risk profiles.
b.
The firm must clearly link behavioral characteristics to demographic characteristics.
c.
The firm must determine whether consumers see their behaviors as being distinct from other behavioral segments.
d.
The firm must clearly link behavioral information with geography.
e.
The firm must clearly understand the basic needs and benefits sought by different consumer groups.
Answer: e.
The firm must clearly understand the basic needs and benefits sought by different consumer groups.