 Taking the Wind & Cardozo model, Bonoma & Shapiro extended this into a multi-step approach in 1984.As the application of all the criteria recommended by Wind and Cardozo and subsequent scholars who expanded upon their two-stage theory became increasingly difficult due to the complexity of modern businesses, Bonoma and Shapiro suggest that the same / similar criteria be applied in multi-process manner to allow flexibility to marketers in selecting or avoiding the criteria as suited to their businesses.“They proposed the use of the following five general segmentation criteria which they arranged in a nested hierarchy