Ql: Kansas Citybased Hallmark Cards, Inc., is the \"personal expressions" industry leader, selling nearly halfof' all greeting cards purchased in America. .loyce C. Hall founded the company in 191D. Since that time. the company's creative staff has grown to more than Till] inhouse artists, designers, stylists, photographers, writers and editors who design nearly 3, products each year. It also has a very large marketing department which relies heavily on inhouse marketing research as well as independent marketing research companies to develop and evaluate, not only ideas for its cards, but various segmentation bases. Discuss two possible segmentation variables that Hallmark could use to segment the market. Describe the different segments resulted from the segmentation. Clue segmentation must be based on a behavioral variable {2.2 points; word limit: 15t'J' words}. QIT: \"Consumer Reports" publishes the results of'a study on shampoos that provides strong evidence that all shampoos are basically the same as far as the ability of cleaning the hair and scalp is concerned. After reading the report. what actions might you take if'you are a high price shampoo marketer?I [1.2 points; word limit: E words] Q13. Hot Topic {HT} application to the real world: Report a recent realworld marketing event or practice [not a theory or an abstract idea) and clearly relate it to a major topic of one ofthe six modules from Module l to Module t'i. State clearly what major topic of which module your HT is related to. For example, it is on CSR in Module 1, or CRM in Module 3, or STF in Module 4. or pricing in Module t'i, etc. This "hot topic" either will happen in the future or happened on or after April I. BUZZ. 1t'ou will need to read current events in popular business publications, which will provide a rich context that bridges the gap between marketing management concepts and their practical applications. You will summarize these outside readings and relate them to one module's content in this essay. Include the web links where you read the hot topic. The web links will g be counted within the word limit. {2 points; word limit: EDI] words}