Benjamin Moore Company provides paint and supplies to businesses and individuals through its network of company-owned retail outlets. Benjamin Moore employs outside sales representatives who make personal calls with prospects and customers in order to gain insight about their needs and persuade them to utilize Benjamin Moore for their painting projects. Typically, a Benjamin Moore sales representative will focus his or her efforts on specific customers such as hospital facility managers, apartment complex managers, painting contractors, or education institution facility managers. Benjamin Moore is utilizing the ______ variable for segmenting business markets.