Scenario 6-2
Sunshine Meals Inc. is a company that sells breakfast foods such as cereals, pancake mixes, etc. The company conducts a study to segment its consumers. It finds that segment A consists of a small group of individuals who purchase four boxes of the brand's cereal every week. The average user consumes one box every week. It targets segment A by providing them with samples of other Sunshine products with the purchase of one box.Segment B consists of a large number of college students and individuals who have recently begun living on their own, and require readymade mixes as their breakfast solution. It targets these consumers by providing more variety with pancakes and waffle mixes. Segment C consists of consumers who are not consistent buyers; targeting these consumers could prove a loss for the company.
-(Scenario 6-2)Which of the following marketing strategies is more likely to have been used by the company to target segment B users?
A) Niche marketing
B) Geographic segmentation marketing
C) Ambush marketing
D) Point-of-entry marketing

Question

Scenario 6-2
Sunshine Meals Inc. is a company that sells breakfast foods such as cereals, pancake mixes, etc. The company conducts a study to segment its consumers. It finds that segment A consists of a small group of individuals who purchase four boxes of the brand's cereal every week. The average user consumes one box every week. It targets segment A by providing them with samples of other Sunshine products with the purchase of one box.Segment B consists of a large number of college students and individuals who have recently begun living on their own, and require readymade mixes as their breakfast solution. It targets these consumers by providing more variety with pancakes and waffle mixes. Segment C consists of consumers who are not consistent buyers; targeting these consumers could prove a loss for the company.
-(Scenario 6-2)Which of the following marketing strategies is more likely to have been used by the company to target segment B users? 
A) Niche marketing 
B) Geographic segmentation marketing 
C) Ambush marketing 
D) Point-of-entry marketing

Quizplus · Accepted Answer

Point-of-entry marketing targets consumers at a significant point of change in their lives, such as college students and individuals starting to live on their own, by offering products that meet their new needs.

Scenario 6-2 Sunshine Meals Inc. Is a Company That Sells Breakfast Foods