Marty and the Martins
Read the following situation. Then, determine which of the businesses listed below would best suit Marty and which would best suit the Martins. Write the word “Marty” or the word “Martins” in the space provided beside each business. Also, in the “Why?” column, identify the general category or categories of characteristics (demographic, geographic, psychographic, or behavioral) that you used to determine who is more likely to frequent each business.
Marty is a single, 22-year-old graduate student at Martinsville University. He is enrolled as a busi-ness management student working on his Master’s degree. Marty rents a one-bedroom apartment close to Martinsville U. He lives alone with his cat, Martha.
The Martins are a typical American family. Mr. Martin is 39 years old and the sales manager at a local parts wholesaler. His wife enjoys cooking and is a part-time secretary for an insurance agent. They have two children. Matt is an eighth grader at Martinsville Middle School, and Matilda is a fourth grader at Martinsville Elementary. Both children are very involved in sports. The Martins live in a small suburb outside Martinsville. Their home is a modest three-bedroom house with a den and a fireplace.
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