3. Which variables do marketers generally use to identify market segments? Which variables are being used by the Tangs? Be specifiC. Baby boomers (people born between 1947 and 1966)

now make up one-third of Canada's population, and they control 55 percent of the disposable income in Canada The needs and wants of this demographic group have created many new business opportunities in the health, leisure, and security Industries. Many entrepreneurs are now chasing "boomer bucks."

Consider Beverly and Robert Tang, who are former North American dance champions. They want to capitalize on boomers' love of dancing. Their timing is good, since television has boosted interest in ballroom dancing with Immensely popular shows like Dancing with the Stars. The Tangs want to cash In on the dance craze by targeting baby boomers (mostly women), because boomers have the money to spend on dancing lessons. And they want their company-Dancescap&to be a world-class dance lifestyle company that is the basis for a global dance brand.