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Segmentation and Target Market
November 17, 2015
The company selected is Procter & Gamble (P&G), a large consumer goods firm that produces many brands. This company has brands such as Oil of Olay, Bounty, Dawn, CoverGirl, and Duracell (Duhigg, 2012). P& G utilizes a multiple brand strategy successfully, and has influenced air care with another brand—Febreze. According to the 2012 Silver Effie Winner, “North America is the largest Febreze market in the world representing 43% total revenue and has the largest media spend” (Effie Awards, 2012, p. 2). Additionally, the Febreze market is diverse due to the diverse cultures, different
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Casino Town Puts Its Money on Hispanic Market
1) What made this company's targeting and other marketing strategies successful?
The market for casino has become highly competitive as more and more companies are entering into the industry. As discussed in the case, the success of the strategy was due to various steps taken by the company to lure the new target segment comprising of new as well as old Latino customers. Companies have been improving their marketing strategies and offering value addition to its customers in order to retain them and to attract new customers such as using Spanish speaking dealers.
The company has
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potential of each market segment | 10 |
3.3.1 Product usage and potential | 10 |
3.3.2 Segment size and growth potential | 10 |
3.3.3 Segment attractiveness | 10 |
3.3.4 Organizational objectives and resources | 10 |
3.3.5 Competition | 11 |
4. Part three: Determine Target Market and Positioning Strategies | 11 |
4.1 Select at least two market segments to target | 11 |
5.3 Identify the marketing strategies you believe are appropriate for each market you identified. | 12 |
4.3 Justify your selection of each strategy. | 13 |
4.4 Based on the marketing objectives of the organization
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Hasbro Inc. owns the very successful brand, G.I. Joe that is an icon in the toy industry. G.I. Joe has been a dominate factor in the market for toys since its launch in 1964. The brand has been able to stand the test of time and its creators have successfully preserved the brand throughout the years. Hasbro’s challenge is to market the G.I. Joe brand in such a way, so that it can become a mega brand like its competitor Mattel with its mega brand Barbie. The toy market has volatile sales depending upon trends created by consumer demand. The market is also very seasonal in which sales are typically best during the Christmas shopping season. The target customer for Hasbro
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Market segmentation, much like its name implies, is a marketing strategy which is involved in the division of a target markets into subsets of markets with consumers who have common needs and wants. Market segmentation then designs and implements strategies to target the customers’ needs and wants by using various channels and other options. Market segments allow companies to create product differentiation strategies to target them. Market segmentation is extremely important in marketing as it allows for customization of products/ services to the customers that have the potential to buy them. Segmentation Marketing may be based on broad markets or small sub-segments. Mass
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CASE NO. 1
DR PEPPER SNAPPLE GROUP, INC.
Definition of the problem
The Dr Pepper Snapple Group, Inc. senior company management has developed a corporate strategy to target high-growth and high-margin beverage businesses. The firm is the only major domestic nonalcoholic beverage company in the US without a significant branded energy drink of its own while this beverage market is the fastest growing category. Dr Pepper Snapple group needs to determine if a market opportunity exists to introduce its own, new energy drink brand. In order to effectively evaluate the benefits of entering the energy beverage market, the company needs to identify a
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Definition of marketing: A societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others;
Marketing myopia: The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products;
Market offering: Some combination of products, services, information, or experiences offered to a market to satisfy a need or want;
Social marketing concept: society (human welfare); consumers (want satisfaction); company (profit);
Positioning: The offering is positioned in the mind of target buyers as
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plan. Some of the ways in which we support our Middle Market Agents are:
• Helping you to better understand and tap into the lucrative opportunities that exist in the Middle Market.
• Showing you how to increase productivity by developing targeted marketing skills including networking and maximizing opportunities with various organizations and associations.
• Making the right resources available to be able to identify and market to specific target segments of the Middle Market. Included in these resources are targeted direct mail campaigns, HDFC Life custom seminar programs, and event sponsorship opportunities.
• Providing you with turnkey selling systems developed
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regulations, and a big economic slowdown in the US
S- Targets revenue increases every year, attraction of customers is based on them being the top gift card sellers in the US, Target is well known for its charitable donations, and Targets market share is huge in the US
W- Targets demographics focuses only on the US not internationally, target brand is comparatively lower than its competitors, their over emphasis on quality makes prices higher than that of Wal-Mart
O- Target is beginning to expand into Canada, Target is focusing to reduce operation cost and increase revenue ratio, and Targets private label is more focused on the customers
T-Very tough competitors with
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surrounded by many indirect competitors. Our main competitors may include Fantasy Kingdom, Wonderland and Cineplex. Fantasy Kingdom and Wonderland are theme parks which may compete with the gaming segments and Cineplex may stand against the 4-D movie theatre.
Going to Fantasy Kingdom consumes a huge amount time where as from gaming zone a person can feel the same experience without travelling much. However people might enjoy the true ride more.
Now a days most of the movies are releasing in 3-D OR 4-D format so there is a competitive advantage on that.
Market Segmentation :
We believe that our unique features will attract out target market. Our target market is basically the children and
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* Determine strategy for a mass media campaign. Goals:
* Maintain competition with Canadian banks
* Raise brand awareness
* Position bank in the market place
1. What is the bank’s target customer segment?
2. Which advertisements should it use?
3. What is the right advertising plan?
Canadian Banking Industry
13 domestic banks (6 majors with 90% market share, 7 smaller with 2% market share)
11 foreign banks with 7% market share.
93% of Canadians have a banking relationship and typically consolidate all their banking needs with one provider.
Big increase in circulations of credit cards to 53.4million
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Walt Disney Company is a global company that is a family-friendly entertainment offering. As we know, Disney is a company that well known in films and television show. Besides that, Disney started operate in resorts and also theme park. Disney wants to target their theme park to the global market and build global awareness. Their target market is China, India, South Korea and other emerging country. They want to enlarge their market share and find new potential market.
First and foremost, Disney wants to educate to the Chinese about their cartoon character and also some famous stories and theme. Second, they also must learn the country’s cultures because different countries have
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, specialty services, premier products, and competitive pricing. At the end of the marketing research the data will establish how I will compete and operate in the market place and help establish business quotas and objectives more clearly.
Identify the Target Market
The target market for the day spa will be a variety of groups. The day spa market is a great market for the young adult women market. The target market will be the Baltimore County Towson area residents and employees starting out. The young market has a great deal of potential such as young women 22-35 that work and shop in the area. I will target all women through busy lifestyles, college students, homemakers, and servers. I plan on
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ASSIGNMENT – CASE STUDY
ADVANCED CERTIFICATE IN MANAGEMENT
A group of investors had formed Trap-Ease America after it had obtained worldwide rights to market the innovative mouse traps. The group had hired Martha to serve as president and to develop and manage the Trap-Ease America organization. Martha had initially forecasted Trap-Ease’s first year sales at five million units. Martha knew that the investor group believed that Trap-Ease America had a ’once in a life time chance’ with its innovative mousetrap. To evaluate this opportunity Martha must collect information from different angles. She must choose a best target market for the Trap-Ease.
1. As Martha and
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5. What do you think of Virgin Mobile’s value proposition (the VirginXtras, etc.)? What do you think of its channel and merchandising strategy?
We think that Virgin Mobile’s value proposition is very effective to its target market (14 to 24-year-olds). Virgin Mobile positions its brand is what the target market wants and is all about fun, honesty and great value for money. They do not only provide basic cellular service, but also push cell phone content to a new level that involves the delivery of content, features, and entertainment, which they call “VirginXtras.” Virgin Mobile customers have exclusive access to MTV, VH1 and Nickelodeon based content. This strategy appeals to the youth
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environment and market position of a business, outlines marketing objectives and strategies (such as identifying the product and the target customers, reaching customers, and retaining customers), and identifies how the company will implement and control the strategies. I understand now that creating and strategically implementing a marketing plan is crucial to the success of a business (along with a business plan first). Some start-up companies create good products and expect every consumer to buy them, but after the hype of the product is over many of these companies disappear, why? Perhaps creating and executing a well written marketing plan would help these start-ups to focus its marketing
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2.0 Environmental Analysis
I. Low Brand Recognition and Brand Power (Late Entrant)
In automobile industry, brand image signifies an important entry barrier. Which would also affects in many aspects, such as price of car and target consumers. Moreover, Hyundai Motors still low brand recognition as compared to other larger firms which causes the firm harder in grabbing a wide range of buyers. As the low brand recognition, price depreciation rate is very high in comparison to Toyota or Honda. Therefore, it limits new car buyers from buying Hyundai.
II. Technological Advancement
Investors that invest in Hyundai are favored toward increasing the market share and
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Marketing Management Group Project: Chick-fil-A
BUSI 520 – Strategic Marketing Management
Trina Tindal Allen
Kotler and Keller define market segments as “a group of customers who share a similar set of needs and wants. They also identify the major segmentation variables as geographic, demographic, psychographic and behavioral segmentation” (Kotler & Keller, 2012, p. 214)
There is a real need for market segmentation because different customers have different needs, and it is rarely possible to satisfy all customers by treating them alike. When you target a market, you are basically recognizing the fact that customers are
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Target markets are important for a company to define. This allows companies to better target the markets that are more likely to buy their product. While some have to work to capture the attention of their target market, other companies create products that are necessary to their potential customers’ lives. An example of a company who displays this is Resmed. Resmed is a large company that operates in over one hundred countries. They target adults from ages thirty to seventy years old that suffer from sleep disorders, particularly with an emphasis on sleep apnea. While Resmed does have competition in the market, they dominate because they continue to expand into different
1932 words - 8 pages
Students will participate in market research as they gain an understanding of its role in the success of any product or service.
Consumers Demographics Focus groups Market research Media Poll Product life cycle Survey Target markets
• • • •
name the stages in the product life cycle. give two or more examples of methods of market research. participate in a national market research project. develop a market research tool.
To be successful with this lesson, students should have a basic understanding of business, types of businesses, and how businesses operate. They should know the difference between goods
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1. Put in place the leasing & pricing plans & deliver the revenue by carefully studying the Capital Investment Appraisal (CIA) and relevant market research studies to meet the target and maximize revenue.
2. Seek out & attract reputable new tenants & ensure the right tenant mix for each property by creating and maintaining relationships with key local and international tenants to ensure a competitive edge in the shopping mall market.
3. Meet the budget target, ensure timely cash flow & ensure adequate legal support / contracts by implementing the pricing and leasing tactics, following up tenant down payments and coordinate with the legal/contract manager to achieve company’s overall
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target group. The ‘‘dotcom era’’ in the history of marketing will probably be remembered exclusively for its contribution towards innovation based marketing. The development of internet technology has impacted us by changing our behavior, decision making process, relation with one another and the way of doing business. The internet has decreased the distance between places, crossing geographical borders and allowing us to build and bring all the necessary things we require, and discarding all the old communication techniques. Highly intense information based market is forcing marketers to look at the world with new perspectives at the new opportunities. Diverse culture, social restrictions
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segments of the total market or category. 1.2. Estimate market trends, such as industry developments, introduction of new technology or new products, increased spending by competitors. 1.3. Define the different market segments the company competes in, if it competes in more than one segment, and then compare with your share of the market to see the share of the segment that your business has. 1.4. Forecast where your market segment is moving and estimate sales and % shares for the next financial period. Target Audience 2.1. Identify and describe the company’s current customers. 2.2. Identify and describe your target buyers/end users (prospects). Market Needs 3.1. Research what the
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Table of Contents
1.1 Origin of the Report 1
1.2 Objectives of the Study 1
1.2 Sources of Data and Methodology 2
1.3 Limitations 2
2.0 Target Market Analysis 3
2.1 Competition Analysis 4
2.2.1 Industry competition 5
2.2.2 Market Competition: 6
2.3 Differentiation idea 7
2.4 Positioning Idea 8
2.5 Brand Elements: Mix and Match 8
3.0 Product/ Value innovation 11
4.0 Pricing and Distribution strategy: 12
4.1 Pricing strategy: 12
4.2 Distribution strategy: 13
5.0 Leveraging Through Secondary Brand Association: 15
6.0 Ten Guidelines for Building Strong Brands 16
7.0 Conclusion 17
8.0 Reference 18
1.1 Origin of the Report
This term paper is prepared to give
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For the manufacture and sale of commercial and industrial pumps, there is no export controls placed on the selling of the company’s product to the target primary market. There is no validated export license required to export the product to the primary target market. Product can be exported under the NLR (no license required) provision. Licensing requirements were determined from the Department of Commerce’s Bureau of Export Administration.
Government regulations and standards do exist in the primary market of Kazakhstan. These requirements govern material contents, labeling requirements, electric current cycles and voltage, environment standards, CE marking requirements
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This is what the target market looks like:
General public, small businesses, medium businesses
This is what the target market should look like:
Small businesses (5-19 employees)
Medium Businesses (20-99 employees)
Large Businesses (100+ employees)
(Instead of business size, the target segment could also be by volume shipped/# of shipments)
USPS lumps the general public, small businesses, and medium businesses into one group and large businesses into a second group. This is also how FedEx and UPS define their groups. Currently USPS has low reliability and low cost. They want to target the general public, small
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addresses their customers’ demands. This is evident when the firm was forced to add three new buyers in the last two years and their bargaining positioning eroded due to increased competition. Fe’nix seems unsure of their target market and is thus unable to accurately assess their customer’s demands; they do not know if they should continue to target customers wanting authentic artifacts, replicas, or both. When Fe’nix originally developed a national reputation as a respected source of authentic southwestern, South American, and African artifacts, the firm eventually expanded its product line to include replica items. However, this decision was reactionary to the demands of the firm’s clients; if
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(SAC) supervision, rather than adopt some scholars plan which suggests local government manage the OTC market.
Secondly, with regards to the private law property and necessity of the regulation, we compare the self-regulation mode (UK-US mode) with the government-direct mode (Japan-Taiwan mode), and contemplate the politic, economy and historical factors, combined with the current status of China's OTC market development, finally we propose the idea to construct home OTC market regulation mode, which should be government-direct, supplemented by self-regulation. We also emphasize that the ultimate target should be a high degree self-regulation, which is determined by the private law property
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Who are our target buyers?
What sources of uniqueness or positioning in the market do we have?
Where will we implement our marketing spending plans?
When will marketing spending plans occur?
How much sales, spending, and profits will we achieve?
Sales and Marketing Plans
This section of the marketing plan outlines each marketing event or action planned to increase sales. The plan will generally cover a calendar year, broken down by month or by quarter. For example, it may contain a summary of quarterly promotion and advertising plans, with spending, timing, and share/shipment goals for each program.
Sales and marketing plans should be a logical outgrowth of short- and long-term
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marketing and really promoting the opening of her franchise of Marble Slab Creamery.
To achieve the goal of $400,000 in a year Penny needs to sell at a dollar amount of $1,096 daily, assuming the average sale is $5.20 per product, this means on a daily basis Penny would need to sell on average 211 products. ($400,000/365days = $1,096 per day) ($5.20 X 211 products = $1,097.20) (Exhibit 1)
To create a flourishing business, the owner has to select a target market that they want the advertisement to appeal to, then they must determine an efficient way to reach out to that market. For advertising her franchise Penny should try to focus on using Pattison Outdoor as it is the most efficient way
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| Identify the target market |
2.2 | Identify and evaluate available technology |
2.3 | Parts needed in producing the product |
2.4 | Availability of other material and supplies |
3. Planning Phase |
3.1 | Develop design |
3.2 | Specify and buy material |
3.3 | Manufacture camera |
4. Integration and testing phase |
4.1 | Test the Camera |
4.2 | Check the Packaging |
4.3 | Do necessary changes |
5. Implementation Phase |
5.1 | Launch the product |
5.2 | Sell in the test market area |
5.3 | Place advertisement and promotions |
6. Operations and Maintenance |
6.1 | Identify the required correction |
6.2 | Do needful changes, corrections And additions |
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services that will appeal to the whole market which I believe is why it’s viable to use this marketing technique. Whereas Niche marketing targets a very specific segment of market for example specialized services or goods with few or no competitors, therefore won’t benefit as much as Mass Marketing will.
The Advantages of Mass Marketing
• Wide audience – Since the target audience is broad, the number of successful hits is high despite of the low probability of a single person turning up.
• Less risky – If all the efforts in one particular area go in vain, still the eventual loss is compared to a loss in the narrowly focused area.
• Production costs per unit are low on account of having
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Sample Business Plan Template
Table of Contents
Confidentiality Agreement ii
1) Executive Summary 1
2) Company Description 2
Promoters, shareholders and Board 2
Products and services 2
Long Term Aim of Business 2
S.W.O.T. Analysis 2
3) Market Analysis 3
Target market 3
Total market valuation 3
Targeted share 3
Market trends 3
Profile of competitors 3
Competitive advantage 4
Benefits to clients 4
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Martha has chosen women as its target market but Martha has to consider whether the woman is the decision maker when it comes to home improvement items like mousetraps. Martha could try targeting males. The men who see it as their role/duty to deal with pest control in the home thus protecting the women from the gruesome nature that is usually involves in the process. In the case of Trap-Ease the mouse maybe trap alive in the trap and women may not want to deal with that aspect but the man may have no problem of disposing the trap with a live mouse.
Businesses such as offices and warehouses are another option Martha may wish to consider. Business owners who need to safeguard their
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12a, the segmentation variables, are really right to the point and they are getting as much information as possible form customers about their knowledge of fashion. Also, exhibit 12a segmentation variable questions are very helpful because they are finding out important information from the customers to help target their preferences with bras, as well as great information on how to better market for their bras. Exhibit 12b, descriptor variables, is also appropriate because it helps with targeting different segments of customers specifically. Also, this information helps to specify how to market, when/where to market, and to whom to market different information to different segments of
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Saturday, February 01, 2014 12:18 PM
1. How should Umberto react to the email from Joe Barrato? Umberto Angeloni should clarify the situation with Joe Barrato whether the CEO of Neiman Marcus or the buyer is upset with the new women's line. If the CEO is upset with the decision, then Brioni should offer some incentive to carry the new line. 2. How big a gamble is the ladies venture for Brioni? It is as big of a gamble as the amount of money that already has been invested into the women's line. Initial investment: € 13M 3. Who do you think should be the target market for the women's line and by what means will those women gravitate to buying Brioni? One target mentioned in the
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Product Name: Marshmallow Mystery
Overview: Marshmallow Mystery will be a very healthy cereal that contains 11 essential vitamins and mineral in each serving. The ingredients in Marshmallow Mystery will still consist of the core ingredients of the products the company is currently producing. The new item that will be added to the cereal is a colorless marshmallows. The mini marshmallow flavors will be banana, strawberry, blueberry, blackberry, and cherry. The consumer will not be able to tell which flavor they have until they take a bite.
Target Audience: The target market that Marshmallow Mystery is focusing on children from the age of 2 to teenage year. Marshmallow Mystery will
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the competition, define the product and justify the continued development.
Market Needs Analysis allows one to meet the needs of the market and prepare for future demands. Market needs depict what appeals to the target consumer and allows one to construct the marketing message to highlight the features that attract them. Analyzing the market needs also compares products and consumer experiences to competitors, allowing one to provide the consumer's market needs in a way the competition cannot. Market Needs Analysis would expose possible market risks, buyer behaviors, and pricing risks. One should always try to define the product offerings in terms of target market needs and
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* Fluctuations of exchange rates
* When the value of the currency in a country where production takes place rises against a target markets currency the product will be more expensive in the target market
* Policy in which a product ahs a different selling price (typically higher) in export markets than it has in the home market
* Introduced due to problems with worldwide pricing
* When a product has a higher selling price in the target market than the home market this is called Price Escalation
* Due to the reasons mentioned above
* Sometimes export price is lower than home market price
* Some companies determine that
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market the faucet mounts arguing on improving the waters taste * Competition is not limited to PUR * Huge market with health conscious Bottled water consumers * Should target faucet mount sales in the 18 to 44 aged consumer market where 82 are health conscious | * Sunk cost problem compared to PUR * generates major share of income from faucet * mount sales * PUR investment of 40 million in advertising and promotion of faucets and pitchers * Combined pitcher and faucet-mount market not expected to expand * Return on sales might decrease with introduction * of faucet mounts. * Target market water purification industry is the sameHowever people purchasing bottled
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• Brand image
• Brand awareness
• Access social media and viral advertising to start two-way communication with customers
• Emerging trends in apparel market
• Use global portion of the business to expand their business activities
• Increase global presence
• Innovations in information technology can increase the speed in which information travels throughout the world
• Low-price apparel market remains underdeveloped in Japan, presenting a huge business opportunity
• Free trade zone has grown and the fashion and apparel markets have become increasingly borderless
• Domestic and global market are increasing with competition
• Brand switching could happen easily as only concentrated target segment for clothing
• Regulation in certain countries for FDI slow aggressive growth
• In the event of a major change in the political, economic and/or legal environment and natural disasters are experienced in China or other producing countries, this may have an adverse impact on business results
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| |How do you expect customers to buy your product or service? How you plan to gain market share? |
| |Advertising plan which includes the choice of media, cost & impact, any unique promotional |
| |activities tailored to your target market? |
| |Marketing Strategy. |
| |Describes how you ultimately plan to satisfy the needs of your target market by
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strategies, media training and market research on western perceptions of China” (AFP, 2008). Finally China decided to hire US Weber Shandwick and British Bell Pottinger as the major PR firms of the 2008 Beijing games.
Reasons why protesters and activists target events such as the Olympics.
I think protesters and activists target events such as the Olympics, for the reason of easy publicity. The message these groups are trying to get across, can easily be communicated through these events, especially that the world and lots of different people from different backgrounds are watching...
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Properly promoting and positioning a brand takes extensive market research analysis and recognition of who the brands target market is. From there, an advertisement can be created that the target market will be drawn to. A successful advertisement has the capability to create a want or need for the product within the consumer. Successful advertising can propel a brand or company to success, or it can create the collapse and disintegration of its image. The advertisement must stay true to the brand’s image while simultaneously be interesting enough to draw in new potential consumers. Through the analysis of a Louis Vuitton and an Etienne Aigner advertisement from ELLE Magazine, it is simple
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Report Title: Marketing the Eco-shack
Prepared For: Ms Puan Haslinda Mohd Yunus & Ms Rachael Louis Vincent
Prepared By: Vivek Satish Chohan (4101946)
Pranav Satish Davda (4100233)
Date of Submission: 16th May 2013
Tutorial Group: 8
Table of Contents
Executive Summary 2
1.0 Introduction 3
2.0 Analysis 4
2.1 Consumer Segmentation 4
2.2 Business Segments 5
2.3 Cost Pricing Approach 7
3.0 Recommendations 8
3.1 BRANDING AND POSITIONING 8
3.2 Alternative Pricing Approach 10
4.0 Conclusion 11
List of reference. 13
The objective of this report is to identify the target market and position the product well in
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The way a company establishes or position in the mind of their customers and in the market is basically pure marketing, this is called positioning, and the different ways in which it is made is strategic position. Kotler and Armstrong says, “positioning is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Marketers plan positions that distinguish their products from competing brands and give them the greatest advantage in their target markets”(190).
The strategic positioning goal is to achieve a competitive advantage by giving an ad value to the brand, the company and the
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Case Study #2
1. How does Sol y Canto define its business? Identify the offer, the target market, and the product and delivery capability.
- They define their business by creating music and performances that move, delight, excite and connect the audience with Latin American culture. Connecting individuals in general; Hispanic and Non-Hispanic through a shared experience of music. Their target market ranges from small children to senior adults. They perform mainly in the U.S. and Puerto Rico.
2. Describe the culture of the Amador’s business.
- The Amador’s are a small company of six and are very close. They rely heavily on respect, consideration, and open communication with each