Answer to Question 1
A
Answer to Question 2
The primary distinction between segmenting businesses and consumers is that the data sources tend to be different. There aren't scanner data prevalent for businesses. On the other hand, the number of businesses who comprise one's customer base will be far fewer than the potentially millions of consumers. There tends to be good corporate knowledge about business customers since such transactions typically rely on a sales force, so there is a knowledgeable front-line interacting with the business customer.