Bubbly Inc

question 78

Multiple Choice

Bubbly Inc.has decided to introduce a new line of energy drinks.It does not have the financial resources to widely promote its new product line,but it can make a real impact if it carefully chooses a specific market segment.The CEO of Bubbly thinks the best idea is to market the product to young males,but the VP of Marketing thinks that targeting female professionals is much more likely to lead to success for the new product line.If the following facts were known,which one would weaken the CEO's position?

• A) Surveys show that young males have strong brand loyalty to the market leader in energy drinks.
• B) On many lifestyle issues,young males are opinion leaders.
• C) Companies that sell clothing usually segment markets more carefully than beverage companies do.
• D) Targeting a certain market segement does not guarantee success,even if effective positioning is accomplished.
• E) Young males spend a higher percentage of their income on discretionary purchases than other demographic groups do.

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Definitions:

Positron-Emission Tomography

A medical imaging technique that uses radioactive substances to visualize and measure changes in metabolic processes, and the functioning of tissues and organs.

PET

Positron Emission Tomography, a type of nuclear medicine imaging test that helps visualize body functions, such as blood flow, oxygen use, and sugar metabolism, to help doctors evaluate how well organs and tissues are functioning.

Brain Activity

The functioning or responses of the brain, including neural, chemical, and electrical actions.

Gamma Waves

Brainwave frequencies above 30 Hz, associated with consciousness, attention, learning, and problem-solving.