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:

Suboptimal Decision

A decision that does not achieve the best possible outcome or maximizes the potential value.

Divisional Autonomy

The extent to which individual divisions or units within a larger organization are given the freedom to operate independently and make their own strategic decisions.

Selling Expenses

Costs incurred directly in the selling of goods or services, including advertising, sales staff salaries, and commission.

Shared Service Unit

An organizational unit that consolidates and provides specific services, such as HR or IT, to multiple departments within a company to improve efficiency and reduce costs.