The Key Businesses of Kimberley and Price Consist of a Division

question 138

Multiple Choice

The key businesses of Kimberley and Price consist of a division that produces and sells breakfast cereals and another that manufactures gardening tools. Each of these businesses is called a ________.

• A) market segment
• B) strategic business unit
• C) question mark
• D) prospect
• E) product portfolio

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Definitions:

Advertising Budget

The amount of money allocated by a business for spending on marketing and promotional activities over a specific period.

Emotional Appeal

Aims to satisfy consumers’ emotional desires rather than their utilitarian needs.

Utilitarian Needs

Basic or functional needs that consumers seek to fulfill through the acquisition and use of products and services, typically focused on practical benefits rather than emotional satisfaction.

Persuasive Advertising

Communication used to motivate consumers to take action.