Procter & Gamble Co

question 193

Multiple Choice

Procter & Gamble Co.(P & G) decided to skip a generation of consumers when it began to market Old Spice deodorant.The target market is men aged 18 to 34, who don't remember the Old Spice brand sold to their grandfathers many years ago.P & G is using which type of segmentation variable?

• A)regional
• B)demographic
• C)lifestyle
• D)geographic
• E)psychographic

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Definitions:

Erik Erikson

A developmental psychologist known for his theory on the psychosocial development of humans, outlining eight stages from infancy to late adulthood.

Ego Identity

The sense of oneself as a distinct, continuous entity with personal identity and continuity over time.

Divorce Rate

A statistical measure representing the frequency of divorces in a population over a certain period of time, often calculated per 1,000 individuals in the population.

Cohabit

To live together in a shared dwelling, typically referring to a couple who are not legally married.