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Answer :
Tapestry and PRIZM are the two sophisticated segmentation tools mentioned, as they incorporate all four segmentation categories (demographics, geography, lifestyle, perceived benefit) for market analysis. Hence option B is correct.
Sophisticated segmentation tools used in behavioral segmentation which combine elements of demographics, geography, lifestyle, and perceived benefit of use. The correct answer to the question '__________ and __________ are two examples of sophisticated segmentation tools available to marketers for behavioral segmentation. Each tool combines elements of all four broad segmentation variable categories' is b) Tapestry; PRIZM.
Esri's Tapestry Lifestyle Segmentation is a tool that classifies the US population into market segments, providing lifestyle details that include all four segmentation variables. PRIZM (Potential Rating Index by Zip Market) is another powerful segmentation system that uses geodemographics to categorize every U.S. household into one of 66 distinct types, also encompassing a combination of consumer demographic and behavioral characteristics.
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