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

question 31

Multiple Choice

Coca-Cola sells two zero-calorie versions of Coke: Diet Coke and Coke Zero. 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:

Cash Dividends

Payments made by a corporation to its shareholders, usually as a distribution of profits.

Initial Investment

The amount of money used to start a venture, purchase assets, or establish the financial foundation of a business.

Asset

An item of value owned by an individual or corporation, expected to provide future benefits or value.

Liability

A legal obligation or responsibility that entails financial compensation or other actions to remedy damages or breaches of contract.