Customer segments.

• Position: Marketing News - Brief Article

Denise: Single Mom on a Budget 3.7 million U.S. Households Median age = 37 Median income = $17,000

General profile: Single mothers with modest incomes who indulge their kids with video games, movies and music, and who try to find time for themselves.

Attitudes: Denise spends her day juggling work, the bills, time with her kids and trying to give them a better life than she had. And she does it without any help. She's bored with her job, but glad she has one because that security is more important than the lack of zeros on her paycheck. Despite being loved by her children, she feels very alone in this world and likes the occasional night out with her girlfriends.

Credit card: She usually doesn't have one because using plastic can get you in trouble, in a hurry. And since she's the only one paying the bills, she tends to shy away from not using cash. However, she may carry a...