Problem: Having been in business for five years, ReadyMade now has a lot of research on the various characteristics of its readers. Its knowledge of GenNesters has made the magazine a leader in identifying and describing that segment. As a new business, ReadyMade found that businesses had little interest in marketing to this group. Now that businesses have become more aware of GenNester influence, however, ReadyMade is able to fill the need for information. ReadyMade has statistics on the ages at which people are marrying and the interests of recently-married couples that have just married. Because the magazine is ahead of the curve on gathering information on this segment, ReadyMade can help other businesses figure out how to tailor their marketing efforts to fit the needs of GenNesters.

Questions: 1. How has ReadyMade been able to help Toyota promote its new line of cars? What benefit has ReadyMade seen from the partnership?

2. How does ReadyMade use new technology to gain information about its consumers?

3. What sorts of long-term decisions is ReadyMade making that could be aided by research? What would you recommend?