A marketer who has decided to use the GE/McKinsey Portfolio Planning Grid will most likely assess segments based on ________ and ________.

A) strength of the firm; long-term market share
B) segment attractiveness; strength of the firm
C) product category; segment attractiveness
D) segment size; competitive advantages

_____ predominate in messages for goods and services that do not perform any discernible rational function and are based on our senses.

A) Emotional appeals
B) Logical appeals
C) Practical appeals
D) Rational appeals
E) Feature-based appeals