Read the Following Scenario and Then Answer the Questions That

question 26

Essay

Read the following scenario and then answer the questions that follow.
A recent article in the Wall Street Journal described how the next "Pepsi Generation" likely will be drinking diet cola. Pepsi recently learned that one-third of teens were diet soda drinkers and that teens start drinking diet soft drinks at a very early age. However, they also acknowledged that a substantial portion of young people don't consider diet sodas cool, particularly men. The chief marketing officer for Pepsi-Cola North America was quoted as saying, "We are treating Diet Pepsi as the flagship brand. . . . It's a big step for us." Indeed, this is a major break with the traditional soft-drink marketing, in which the sugar-sweetened brand still dominates in market share. However, with concerns of rising obesity and schools cutting back on sugar-sweetened drinks in vending machines, soft-drink manufacturers, like Pepsi, are responding with increased marketing of their diet soft drinks. As part of this new change in focus, Diet Pepsi will be marketed as a hip, cool brand for everyone, including teenagers and Baby Boomers. Meanwhile, the article stated that Pepsi is narrowing its sales pitch for regular Pepsi-Cola to "soda drinkers younger than 25, Latinos, African-Americans, and sports fans."
-What segmentation variables is Pepsi using when it narrows its marketing efforts for regular Pepsi-Cola to "soda drinkers younger than 25, Latinos, African- Americans, and sports fans"?

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Definitions:

Resistance

In biology, the ability of an organism to defend against pathogens or in physics, the opposition that a substance offers to the flow of electric current.

Patient Positioning

The practice of adjusting a patient's posture or alignment to optimize safety and access during medical examination or treatment.

Back Injury

Any form of harm or damage to the back, including muscles, vertebrae, and connective tissues, which can result from accidents, strain, or other health conditions.

Assistive Devices

Tools or equipment designed to aid individuals with disabilities or injuries in performing daily activities.