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Question
As an owner of a Wendy's fast-food restaurant located near a large urban university, you need to analyze your customers and determine which segmentation base and its associated variable(s) you will use to segment your target market. Which segmentation base and associated variable (s) should you use?
A. psychographic: VALS and personality
B. demographic: gender and age
C. behavioral: students and nonstudents
D. geographic: city size and zip code
E. transportation mode: car, bike, public transportation, and none (walking)
Answer
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