1 What variables might be used to segment these consumer markets? (a) lawn mowers, (b) frozen dinners, (c) dry breakfast cereals, and (d) soft drinks.

2 What variables might be used to segment these industrial markets? (a) industrial sweepers, (b) photocopiers, (c) production control systems, and (d) car rental agencies

.3 In Figure 99, the dormitory market segment includes students living in college-owned residence halls, sororities, and fraternities. What market needs are common to these students that justify combining them into a single segment in studying the market for your Wendys restaurant?

4 You may disagree with the estimates of market size given for the rows in the market-product grid in Figure 99. Estimate the market size, and give a brief justification for these market segments: (a) dormitory students, (b) day commuters, and (c) people who work in the area.