Stouffer's Offers Gourmet Entrees for One Segment of the Frozen

question 146

Multiple Choice

Stouffer's offers gourmet entrees for one segment of the frozen dinner market and Lean Cuisine for another segment that wants both good taste and low calories.When Stouffer's chose to serve two well-defined market segments and develop distinct marketing mixes for each,it was implementing a(n) _____ strategy.

• A) market integration
• B) concentrated targeting
• C) undifferentiated targeting
• D) multisegment targeting
• E) heterogeneous positioning

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Definitions:

Liable

Legally responsible for something, especially in the context of financial or legal obligations.

Bailment

The transfer of possession and control of personal property to another with the intent that the same property will be returned later.

Bailee

The person to whom personal property is transferred under a contract of bailment.

Bailor

The person who transfers personal property under a contract of bailment.