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. Next, 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 business 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.
Business
Pop’s Family Dining
Experience
Fast Delivery Sub
Shop
Marty or the
Martins?
Why?
The Martin’s
They are the target (DEMOGRAPHIC) because
they are married with active children that play
sports (PSYCHOGRAPHICS). The restaurant is
most likely local and in close proximity to their
home or activities (GEOGRAPHICS). And they
are most likely repeat customers since the
mother likes to cook and values home cooked
food. (BEHAVIORAL)
Marty
He is the target (D) because as a student he is
probably busy and doesn’t have time to cook.
He is likely close to the Sub Shop (G). He
probably doesn’t like cooking and prefers to
eat out (P). He probably has been ordering
food for a while as a college student (B). Jackson Carpet
House
The Martin’s
The Martins are the more likely customer (D)
because they seem like the people that would
want to make their home more homey (P).
Jackson’s Carpet House is most likely their
local high quality carpet outlet (G). Ms. Martin
sounds like the person to want a better quality
carpet that will last longer (B)
Artsy Kitchen
Appliances
The Martin’s
Ms. Martin is the target (D) because she loves
cooking (P). Artsy Kitchen Appliances is
probably her local appliance outlet (G). She
seems like a skilled chef so she needs the
most artsy appliances (B).
McChuckles Pets
Marty
He is the target (D) because he has a cat and
his cat probably needs food and toys to
entertain her because she only lives with her
owner. (P) McChuckles pets is probably his
local pet store and is where he gets all her
stuff. (G) He probably likes getting stuff for his
cat because he lives alone (B)
Lulu’s Dating
Service
Marty
Marty is the target (D) because he doesn't
have a relationship status and lives alone. (P)
since he lives alone he probably has a lot of
free time so he can be on his phone a lot. (G)
He probably is a little lonely because he only
has his cat and lives alone. (B)
The Martin’s
Ms. Martin is probably the target customer
(D). She works as an insurance agent so she
likely wears a suit and needs it washed once
in a while (G). She seems like a pretty clean
person so she probably gets it dry cleaned
more then the norm (P). She likely has been a
customer for a long time (B).
Gina’s Dry Cleaners Harry’s Sporting
Goods
The Martin’s
Marilyn’s Birthday
Palace
The Martin’s
Baker’s Delight
Cookstore
The Martin’s
The Martins are the target (D) because their
kids play sports (P). They probably need to go
somewhere more local for sports.(G) Their
kids probably need sporting supplies since
they play sports anda and are active(B)
The Martins are the target (D). The Martins
likely live near Marilyn's Palace (G). They have
younger kids who probably want to go there
for their birthday (P). They have probably been
there for their kids' previous birthdays (B).
The martins are the target (D) specifically ms.
Martin because she loves to cook. (P) She is
most likely close to the cookstore. (G) She
probably gets all of her cooking supplies from
there.(B)