Scenario 4-4 Keds Is Trying to Turn Around a Long-Term Slide in Slide

question 11

Multiple Choice

Scenario 4-4
Keds is trying to turn around a long-term slide in its shoe business. For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving. However, as of late, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds. As part of its effort to revitalize the brand, Keds' advertising agency has developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to Brandweek magazine, "The new ads really go for the heart." Copy on the first ad includes, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces."
-(Scenario 4-4) Why should Keds not define its target segment simply as "women" instead of "mothers and daughters?"

• A) It is poorly defined and gives no indication about their orientations as consumers.
• B) It is not a niche.
• C) Typically, media cannot be selected on demographic criteria.
• D) Other companies are established in this segment.

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Definitions:

Farm Productivity

The measure of output (such as crops or livestock) produced per unit of input (like labor or land) in agricultural activities.

Developing Countries

Nations with lower levels of industrialization, lower standards of living, and often lower Human Development Index (HDI) scores than developed countries.

Primitive Farming

Basic agricultural practices involving simple techniques and tools, typically used in subsistence farming to meet the farmers' immediate needs.

HIV/AIDS

Human Immunodeficiency Virus (HIV) is a virus that attacks the immune system, and Acquired Immunodeficiency Syndrome (AIDS) is the most advanced stage of HIV infection, characterized by the occurrence of any of more than 20 opportunistic infections or HIV-related cancers.