Hard Apple Cider Is Making a Comeback

question 95

Multiple Choice

Hard apple cider is making a comeback. Cider consumption is expected to hit 15 million cases annually this decade. Early adopters of cider are the same group that first gravitated to the microbreweries. Apple cider's drinkers like the notion that it is basically a fruit drink. It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs. What segmentation variable would you recommend Woodchuck Draft Cider use to define its market?

• A) Usage rate
• B) Geographic
• C) Demographic
• D) Psychographic
• E) Purchase occasion

---

Definitions:

Profit

The financial gain obtained when the amount earned from a business activity exceeds the expenses, costs, and taxes needed to sustain the activity.

Codes of Ethics

A set of guidelines designed to set out acceptable behaviors for members of a particular group, organization, or profession.

Mission Statements

Brief descriptions of a company's fundamental purpose and values, intended to guide its strategic planning and operations.

Company's Purpose

The fundamental reason a company exists, often defined by its mission statement or core values.