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

question 71

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 brand Kashi?

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

---

Definitions:

Dramaturgy

A sociological perspective that uses the metaphor of theater to understand how individuals present themselves in various social situations.

Erving Goffman

A sociologist known for his work on symbolic interactionism and the study of everyday life interactions, dramaturgy, and social identity.

Agency

The ability of the individual to act freely and independently.

Free Will

The ability of individuals to make choices that are not determined by prior causes or by divine intervention.