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)If Sunshine Meals Inc.begins producing a range of sugar-free marmalades to target a small segment of health-conscious consumers who would be willing to pay a premium price for products appropriate for their diets,this would be an example of:
A) niche marketing.
B) geographic segmentation.
C) point-of-entry marketing.
D) geodemographic segmentation.

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)If Sunshine Meals Inc.begins producing a range of sugar-free marmalades to target a small segment of health-conscious consumers who would be willing to pay a premium price for products appropriate for their diets,this would be an example of: 
A) niche marketing. 
B) geographic segmentation. 
C) point-of-entry marketing. 
D) geodemographic segmentation.

Quizplus · Accepted Answer

Producing sugar-free marmalades to target a small segment of health-conscious consumers is an example of niche marketing, where a company targets a specific segment of the market with specialized products or services. The segment here is health-conscious consumers, and the product is sugar-free marmalades.

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