Post Grape-Nuts Cereal Has Been Marketed Since Early in the 20^th

question 204

Multiple Choice

Post Grape-Nuts cereal has been marketed since early in the 20^th century.Its market share has been steadily declining as consumers began associating it with something their grandfather ate.Post recently launched a campaign to increase consumption of the cereal by inviting consumers to try the crunchy cereal on top of their yogurt, their salad, or their bowl of soup as a delicious addition.Post was trying to convince people who had never tried the cereal to try it, and people who were familiar with the product to use it in a variety of different ways.In this example, Post is using which segmentation variable?

• A)needs
• B)lifestyle
• C)behavioral
• D)psychographic
• E)demographic

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Definitions:

Mechanism

The underlying process or system that enables something to function or produces a particular outcome.

Mediation

The process through which tools organize people’s activities and ways of relating to their environments.

Social Enhancement

The most basic social process of learning to use cultural resources, in which resources are used simply because others’ activities have made them available in the immediate environment.

Mitosis

The process of cell duplication and division that generates all of an individual’s cells except sperm and ova.