For years,when considering new products,marketers at Celestial Seasonings asked themselves,"What would Stacy think?" Stacy was a fictional character representing 25- to 50-year-old educated,upper-income women who rarely watched television but did a lot of reading."Stacy" represented Celestial's primary
A) mission statement.
B) positioning.
C) SBU.
D) target market segment.
E) sustainable competitive advantage.

Question

Quizplus · Accepted Answer

"Stacy" represents Celestial Seasonings' target market segment, which is 25- to 50-year-old educated, upper-income women who rarely watch television but do a lot of reading. The marketers use this fictional character to guide their product development decisions.

For Years,when Considering New Products,marketers at Celestial Seasonings Asked Themselves,"What