Kellogg's, the Cereal Brand, Began Its Business with Only One

question 9

Multiple Choice

Kellogg's, the cereal brand, began its business with only one product, Kellogg's Corn Flakes.The company marketed this product to all segments-children, adults, families, and so on.Today, however, Kellogg's has multiple cereal products and brands that are targeted to meet the needs of different market segments.Froot Loops and Frosted Flakes are marketed for children and families who loved pre-sweetened cereals.All Bran and Special K are marketed to mainstream health-oriented adults.Kellogg's is also marketing its brand Kashi to a limited market segment, concentrating on health enthusiasts. Which of the following approaches did Kellogg's adopt for its first product, Kellogg's Corn Flakes?

• A)individualized marketing
• B)niche marketing
• C)segment marketing
• D)mass marketing

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Definitions:

Horizontal Merger

The combination of two or more firms competing in the same industry and at the same stage of production, aimed at increasing market share.

Conglomerate Merger

A merger between companies that operate in completely different industries.

Diagonal Merger

A merger between companies in unrelated business activities, potentially for strategic integration or diversification.

Market Shares

The portion of a market controlled by a particular company, indicated as a percentage of total sales in the industry.