Coca-Cola Sells Two Different Zero-Calorie Versions of Coke: Diet Coke

question 89

Multiple Choice

Coca-Cola sells two different zero-calorie versions of Coke: Diet Coke and Coke Zero (now known as Coca-Cola Zero Sugar) . It has chosen to attempt to appeal to men with Coke Zero. In addition to launching an ad campaign featuring men enjoying Coke Zero, Coca-Cola also designed a masculine-looking can for Coke Zero, with bold red lettering on a black background. This specially designed can is an example of

• A)positioning.
• B)targeting.
• C)segmentation.
• D)a market segment.
• E)market penetration.

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Definitions:

Ethers

A class of organic compounds containing an oxygen atom connected to two alkyl or aryl groups.

Boiling Points

The temperature at which a liquid turns to vapor at a given pressure, characteristic for each substance.

Nonhydroxylic

Pertaining to a compound or substance that does not contain hydroxyl groups (-OH).

Isopropyl Tert-Butyl Ether

A chemical compound, an ether, formed from the reaction between isopropyl alcohol and tertiary butyl alcohol.