V. Let’s Talk
Script
Martin: Dick, would you review the result of the survey on leisure sporting activities. We need to plan our proposal for this Friday’s business meeting.
Dick: Sure. I’ve summarized the results in the handouts, broken down by customer age groups and sporting activities. The survey was administered to 550 men and women between the age of 18 and 55 years old, and the results have been compiled in the following age groups: 18to 26, 27to 35,36to 45, and 46to 55. According to the results, the most active group involved in sporting activities is between 18 and 26 years old, followed by those 36to 45 years old.
Martin: Okay.
Dick: As far as particular sports are concerned, people in these two groups cited jogging as their favorite recreational sport followed by skiing, tennis, swimming, and cycling.
Martin: And what about these groups broken down by gender?
Dick: Oh, Martin, thanks for bringing that up. Men appears to be slightly more active than women in the 18 to 26 year-old age group, but women seem more active in the other three groups
Martin: Hmm. Based on what you have said, I think we should consider targeting the 18 to 26 year-old age group more in the future. I also feel we should consider expanding our line of athletic shoes, particularly jogging shoes and tennis footwear. We also have to come up with a more appealing slogan aimed at this age group.
Dick: I see what you mean. However, the 46 to 55 age group is becoming more concerned about staying fit. I believe this trend will continue, so we should not neglect them.
Martin: I see your point. Well, let’s meet again on Wednesday to iron out more details of this proposal.
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Results of the Survey
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Age Groups
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The two most active age groups in sporting activities are those between 18 and 26 years old and those 36-45 years old.
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Sporting Activities
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The sports those two groups like are in the order of jogging skiing, tennis, swimming, cycling.
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Gender
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In the 18-26 year-old group, men appear to be slightly more active than woman.
In the other three groups, women seem to be more active.
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Decisions Based on the Survey
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Targeting
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The 18-26 year-old age group
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Expanding
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The line of athletic shoos, particularly jogging shoes and tennis footwear
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Not neglecting
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The 46 to 55 age group, because they are becoming more concerned about staying fit
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