Axe has been a successful marketer of men's body spray, deodorant, and antiperspirants and is a division of Unilever. Axe supports a variety of fragrances and releases new products, which are supported by marketing efforts including racy advertising spots and a company-owned YouTube channel. The individuals who purchase Axe deodorant or body spray for their own personal use represent Axe's _____ market, while retailers such as Target, Kmart, Walmart, and grocery stores such as Kroger represent the company's __________ market.
A) consumer; business
B) primary; secondary
C) primary; reseller
D) reseller; derived

Question

Quizplus · Accepted Answer

The individuals who purchase Axe products for their personal use are the consumer market while retailers who stock Axe products to resell to customers represent Axe's business market. Therefore, option A is the best choice as it correctly identifies the two different markets Axe caters to. Option B is incorrect because it uses primary and secondary, which are not commonly used to describe markets, while option C is partially correct but reseller is a more general term for any intermediary that buys and sells products, while retailers specialize in sales to end consumers. Option D is incorrect because derived market is a term used to describe a secondary market that is created by the primary market, which is not the case with Axe's business market.

Axe Has Been a Successful Marketer of Men's Body Spray