Miller Beer Once Called Itself "The Champagne of Bottled Beer

question 18

Multiple Choice

Miller beer once called itself "the champagne of bottled beer," and ads showed elegant women in long white dresses sipping beer from crystal goblets. Then the company discovered that most beer is consumed by men 18 to 30 years of age, and it changed
The thrust of its marketing message to reflect the more productive target market. What segmentation variable has it focused on with the newer approach?

• A)benefits sought
• B)product awareness
• C)usage rate
• D)buyer intentions

---

Definitions:

Paid-In Capital

The total amount of money or value that shareholders have invested in a company through the purchase of its stock.

Retained Earnings

The part of a company's earnings that is reserved or saved, instead of being distributed as dividends to its shareholders.

Par Common Stock

The nominal or face value of a share of common stock, as specified in the corporate charter.

Paid-In Capital

The sum of funds a corporation has obtained from its investors through the sale of stock shares.