SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Wrestling Merchandise.Prior to the 1990s,professional wrestling tried to compete as a legitimate sport just like football and baseball.Now it uses the term "sports entertainment" when talking about what it is marketing to its fans.This is an example of the implementation of a _____ strategy.
A) multisegment
B) product differentiation
C) undifferentiated marketing
D) target market
E) repositioning

Question

Quizplus · Accepted Answer

The term "sports entertainment" represents a repositioning strategy, which means changing the perception of the product in the minds of the consumers. By changing the way they refer to themselves, professional wrestling is trying to shift consumer perception from viewing the product as a legitimate sport to an entertainment spectacle.

SCENARIOS Turkey Hunting Equipment