Review the data in the Age & Gender chart. Based on numbers alone, which market segment looks like the most interested in Relax Realm's

portable sauna?

Multiple Choice

women in the $35-44$ age bracket

men in the over $54$ age bracket

women and men in the $35-44$ age bracket

women in both the $25-34$ and $45-54$ age brackets

Review the data in the Income chart. Which segment of the market might Relax Realm want to consider for targeting the portable sauna?

Multiple Choice

$$75k-$$$100k$

$$$$25k$

$$25$k $-$ $$50$k

$>$$$150k$

All incomes should be targeted. Based on the data collected by Relax Realm, could the company adequately segment the market based only on demographic variables?

Multiple Choice

Yes$-$Demographic variables provide enough information to segment the market alone.

No$-$Demographic variables do not provide enough information to segment the market alone.

Maybe$-$Depending on which demographic variables are used, they might provide enough information to segment the market

alone.

According to the Location Use chart, where do individuals plan to use Relax Realm's portable sauna?

Multiple Choice

$25\%$ of individuals plan to use the portable sauna while traveling.

$75\%$ of individuals plan to use the portable sauna while relaxing.

$15\%$ of individuals plan to use the portable sauna for weightloss purposes.

$65\%$ of individuals plan to use the portable sauna while at the office.

$35\%$ of individuals plan to use the portable sauna for leisure purposes. How can Relax Realm use the Expected Usage Rate and Primary Interest charts to segment the market?

Multiple Choice

Relax Realm should look at both charts together to devise advertising for the highest usage rate and the weight loss interest

group only.

Relax Realm should look at the primary interest and focus specifically on the individuals who indicated they would use the

portable sauna for weight loss.

Relax Realm should look at the usage rate and focus specifically on the individuals who indicated they would use the portable

sauna the most.

Relax Realm should look at both charts together and focus on all segments since they indicated interest in the portable sauna.

Relax Realm should look at both charts together to determine the most popular usage rates and primary interests and devise a

strategy for targeting this segment.Segmentation Analysis$$Portable

Sauna

To appeal to individuals seeking a healthy work$-$life balance, Relax Realm recently introduced its Portable Sauna. This

padded, double lined, fully$-$insulated sauna cabin delivers superior strength, is moisture$-$resistant, and constructed of satin

polyester lock$-$stitching to create a triple$-$layered quilted look. The portable sauna can be carried to your favorite location,

set$-$up$,$ and turned$-$on within minutes. You can enjoy this warm, dry infrared heat while checking emails, waiting for your

child's activity to finish, or at home as a way to relax and unwind after a long day. Because this is a new product for Relax

Realm, and there are not many portable saunas on the market, the company needs your help with segmentation,

targeting, and positioning for this product. The portable sauna sells for $$179\mathrm{.}99,$ and will be sold online as well as through

name$-$brand retailers.

Relax Realm conducted research on $20,000$ potential customers and uncovered the following information: