Western Governors University (WGU) MKTG2150 D174 Marketing Management Practice Exam

The correct answer is the choice that focuses on age and family life cycle, which exemplifies demographic segmentation. Demographic segmentation involves dividing a market into segments based on varying demographic factors that characterize a population. Age is a key variable, as consumers of different age groups often have different needs, preferences, and purchasing behaviors. For instance, marketing strategies can differ markedly for young adults versus retirees due to their varying life experiences and priorities.

Additionally, the family life cycle aspect addresses how consumers' purchasing habits can change based on their family status, such as singles, married couples, or families with children. This segmentation helps marketers tailor their products, services, and communications to effectively meet the specific needs of each demographic group.

In contrast, other forms of segmentation—such as those based on buying behavior or interests and lifestyles—relate more to psychographic and behavioral factors rather than purely demographic characteristics. Geographic segmentation is focused on location and the physical aspects of where consumers live, not on their demographic characteristics.