In 2005, Comcast Created AZN, a Television Network for Asian

question 47

Multiple Choice

In 2005, Comcast created AZN, a television network for Asian Americans. What type of strategy did Comcast use when it found this unique group of consumers whose specific needs were not being addressed by a cable station?

• A) Positioning
• B) Demarketing
• C) Product differentiation
• D) Market aggregation
• E) Market segmentation

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Definitions:

Reward Power

The capacity to influence others' behavior by offering them positive incentives.

Coalition Building

The process of assembling a group of diverse organizations or people to pursue a common goal or address a specific issue through collaboration.

Upward Appeals

A tactic in which an individual attempts to influence a decision or receive support by appealing to higher-level superiors or authorities.

Rational Appeals

a method of persuasion that uses logical arguments and concrete evidence to convince people rather than emotions or credibility.