Coca-Cola Sells Two Different Zero-Calorie Versions of Coke: Diet Coke

question 44

Multiple Choice

Coca-Cola sells two different zero-calorie versions of Coke: Diet Coke and Coke Zero.It has chosen to attempt to appeal to men with Coke Zero.In addition to launching an ad campaign featuring men enjoying Coke Zero,Coca-Cola also designed a masculine-looking can for Coke Zero,with bold red lettering on a black background.This specially designed can is an example of

• A) positioning.
• B) targeting.
• C) segmentation.
• D) a market segment.
• E) market penetration.

---

Definitions:

Excess Land Allocation

The process of assigning a portion of the purchase price of a combined investment in land and building to the land, often when the portion allocated is above the fair value.

Noncontrolling Interest

An ownership interest in a company that is less than 50%, indicating that the holder does not have control over the company's operations.

Book Value

The net value of a company's assets minus its liabilities and intangible assets, often used to estimate a company's net worth.

Controlling Interest

The ownership of a sufficient portion of a company's stock to influence its direction, typically through more than 50% of voting shares.