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. Submit Demographic Psychographic Behavioral