New product. A company started and managed by Business students is selling campus calendars. The students have conducted a market survey with the various campus constituents to determine sales potential and identify which market segments should be targeted. (Should they advertise in the alumni magazine and/or the local newspaper?)

The following table shows the results of the market survey.

Campus Group Buying Likelihood Unlikely Moderately Likely Very Likely Total Students 197 388 320 905 Faculty/Staff 103 137 98 338 Alumni 20 18 18 56 Town Residents 13 58 45 116 Total 333 601 481 1415

a) What percentage of all these respondents are alumni?

b) What percentage of these respondents are very likely to buy the calendar?

c) What percentage of the respondents who are very likely to buy the calendar are alumni?

d) Of the alumni, what percentage are very likely to buy the calendar?

e) What is the marginal distribution of the campus constituents?

f) What is the conditional distribution of the campus constituents among those very likely to buy the calendar?

g) Does this study present any evidence that this company should focus on selling to certain campus constituents?