Interpreting Market Segment Information from a Secondary Database Many marketers who wish to identify a target market will utilize "off the shelf" market segmentation schemes developed by large marketing research companies. In this scenario, you're the brand manager for a beverage company. You are looking to launch a new energy drink beverage, and you'd like to know more about the type of consumers who are most likely to be interested in drinking energy drinks. You paid for access to a marketing database that segmented consumers into 50 segments. After reading the description of the 50 segments, there were 4 you identifie as being potentially appropriate: "Tenacious Teens", "City Sentries", "Country Colonizers", and "Metro Mixers." You ran a report on these four segments that was based on their answer to the question "Yes or No, do you Love drinking energy drinks?". The results are reported in table below along with the totals reported for all 50 of the segments combined. Click here to view a description of how to calculate market potential index. Click tha icon to view the table of the results. Of the four segments shown, which segment is the largest? Segment (Round to two decimal places.) is the largest with the segment % value of %. Of the four segments, which one has the greatest percentage of people who "Love drinking energy beverages"? Segment has the greatest percentage of people who "Love drinking energy beverages". The value of this percentage is %. (Round to two decimal places.) Segment has the greatest percentage of people who "Love drinking entigy beverages". The value of this percentage is %. (Round to two decimal places.) Which segment has the highest density of consumers who "Love to drink energy drinks." ? Compared to an average person, how many times more likely is a person in this segment to love drinking energy drinks? Segment has the highest density of consumers who "Love to drink energy drinks." The value of this density is users per 100 users. (Round to two decimal places.) Compared to an average person, a person in this segment loves drinking energy drinks times more likely. (Round to one decimal place.) More Info