Deck 6: Market Segmentation, Positioning, and the Value Proposition

Question 1

The ad for the Xootr adult motorized scooter is an example of choosing only one positioning strategy-user positioning-to simplify the message.

Answer 1

False

Question 2

State Farm's "Like a Good Neighbor" ad campaign is an example of consistent positioning over time.

Answer 2

True

Question 3

Demographics are rarely used to describe or profile target segments that have already been identified as prospects by other variables.

Answer 3

False

Question 4

STP marketing includes three factors-identifying, positioning, and informing.

Question 5

The success seen from applying the STP framework is often long-term.

Question 6

One drawback of niche marketing is that a company often has to reduce the price of its product due to the smaller volume of sales it can expect.

Question 7

When Tylenol's competitor, Excedrin, touted its benefit as providing pure headache relief unlike Tylenol's flu and cold symptom relief, Excedrin implemented user positioning.

Question 8

If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.

Question 9

Any meaningful positioning strategy needs to include several broad elements in its message-including attention-getting, variety, flexibility, and complexity.

Question 10

Companies can do well by spending advertising dollars to target nonusers over other user groups, since they offer the highest level of opportunity.

Question 11

When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product.

Question 12

Spending advertising dollars to get "switchers" to buy your brand may seem like a good idea, but it often results in only one-time or random purchases.

Question 13

Demographic segmentation is used in selecting target segments by focusing on consumers' descriptors such as their values, beliefs, philosophies, and opinions.

Question 14

In the world of advertising, markets are positioned, but products are segmented.

Question 15

Functional benefit positioning does not really give any brand an edge in many well-established product categories, because they all offer the same or similar functional benefits.

Question 16

A gourmet ice cream franchise advertises itself as offering thick, creamy, gooey treats, calling them delectable, desirous, and decadent-the richest and sweetest desserts found anywhere in America.The owner of the local shop buys ads focusing on extended hours and friendly service.This is an example of internal consistency.

Question 17

If an advertiser sees a large potential segment being served by a competitor with a big budget, it might consider identifying and targeting smaller groups within that large segment.

Question 18

Today, advertising tends to be used almost exclusively by businesses targeting consumer markets, and only in very rare circumstances by businesses trying to sell products to other businesses.

Question 19

When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market.

Question 20

Psychographic segmentation focuses on the inner mindset of consumers rather than outer aspects of their lives such as activities, interests, and lifestyles.

Question 21

What does the acronym STP mean?

A)Sales, Target, Product
B)Sell To People
C)Segmenting, Targeting, Positioning
D)Sell The Product

Question 22

A brand's value proposition is a statement of the benefits of the brand that provide value to its target consumers and includes functional, emotional, and self-expressive benefits.

Question 23

When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions, in all likelihood, no single ad can be expected to reflect all aspects of the brand's value.

Question 24

Which segment type of consumer specifically offers marketers an important opportunity to build future business by luring first-time buyers?

A)switcher
B)brand-loyal
C)variety seeker
D)emergent

Question 25

What is the first step in STP marketing, as demonstrated in the Folgers campaign and explained in detail later in the chapter?

A)market segmentation
B)position strategy
C)benefit positioning
D)target marketing

Question 26

Overall, _____ marketing has been very effective for many firms and agencies because it leads to decisions about who to attract, what to propose to them, and how to reach them.

A)business-to-business
B)point-of-entry
C)STP
D)consumer

Question 27

The purpose behind all efforts at market segmentation is to identify the

A)unique aspects of the product being offered.
B)consumers with common characteristics that will lead to a positive response.
C)largest market that might possibly be interested in the product.
D)demographics of individuals already buying competitors' products.

Question 28

The selection of key themes or concepts that the organization will feature when communicating with customers about their brand is known as

A)market segmentation.
B)marketing mix.
C)positioning strategy.
D)STP marketing.

Question 29

Even successful marketing strategies for well-known products need to be modified or reinvented because

A)new advertising cannot sell old products.
B)consumers are not influenced by messages heard over long periods of time.
C)government regulation does not allow long-term strategies.
D)changes are always occurring in dynamic and competitive markets.

Question 30

Characteristics and traits such as age, gender, race, marital status, income, education, and occupation are widely used in ____ segmentation.

A)geographic
B)psychographic
C)competitive
D)demographic

Question 31

The strategic planning triangle suggested by Thorson and Moore features as its three main aspects the campaign's segments, its value proposition, and its persuasion tools.

Question 32

A campaign is specifically designed to identify those who are emerging in its product market, for many reasons and under many circumstances, and then win them over as first-time users.This campaign is making use of

A)competitive fields.
B)geographic statistics.
C)geographic segmentation.
D)point-of-entry marketing.

Question 33

The STP approach is highly recommended when markets are characterized by strong elements of

A)diversity.
B)brand loyalty.
C)a single demographic.
D)habitual purchasing.

Question 34

Folgers launched a new brand initiative called "Happy Mornings: The Revenge of the Yellow People." Using STP, the company changed its brand positioning as part of a strategy that

A)addresses members of a new target group in terms that are relevant to their lifestyles.
B)focuses on the happiness of the mornings by reinventing its traditional slogan.
C)uses nostalgia from 1950s monster movies to remind boomers to drink their brand.
D)brings color to the brand reputation.

Question 35

The one key characteristic that all types of _____ share is that their brand preferences are still under development.

A)variety seekers
B)brand-loyal users
C)heavy users
D)emergent consumers

Question 36

One waste of advertising dollars is seen when a firm attempts to revive an ailing brand or boost a poor performance in a certain market by trying to reposition the brand in the consumer's mind.

Question 37

The Folgers team aligned its marketing mix in a design that would represent a particular identity, showcasing certain themes and values, shaped to gain distinctive approval from the just-graduated-20-somethings.This demonstrates

A)differentiating.
B)targeting.
C)segmenting.
D)positioning.

Question 38

The Folgers brand team looked at the diverse market of all coffee drinkers, then broke it down by age.When the team chose to focus on just-graduated-20-somethings, it was

A)benefit positioning.
B)positioning.
C)targeting.
D)segmenting.

Question 39

For most products and services, the category of ____ accounts for the majority of product sales and for this reason becomes the preferred target segment among all potential consumers.

A)switchers
B)niche buyers
C)heavy users
D)variety seekers

Question 40

As a segment, variety seekers tend to

A)offer the smallest opportunity for a firm seeking regular buyers.
B)buy brands based on sales, discount coupons, or other incentives.
C)fall into certain predictable demographic patterns.
D)be unusually enthusiastic and often excessive in their purchasing activities.

Question 41

Which system has identified 62 market segments based on zip codes and the personal characteristics of their residents, creating a well-known tool for geodemographic segmentation?

A)Thorson and Moore's model
B)PRIZM
C)SIC Codes
D)VALS

Question 42

A firm hires an agency to attract barbers, spas, and hair salons with its line of hair care products, grooming equipment, and professional tools.The agency will be specifically involved in

A)psychographic research.
B)business-to-business marketing.
C)the competitive field
D)lifestyle segmentation.

Question 43

One well-known research classification system is VALS, which has identified a number of segments

A)based on entirely different traits beyond standard demographics.
B)created largely by geographic location.
C)to identify groups of consumers with different product usage rates.
D)with no particular category as a focus.

Question 44

Several essential characteristics have been found to be necessary to build an effective positioning strategy.In a nutshell, it should be

A)bold, aggressive, and unique.
B)broad, universal, and all-encompassing.
C)meaningful, consistent, and simple.
D)substantive, familiar, and flexible.

Question 45

A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds.To maintain internal consistency, the firm might take all of the following steps below, EXCEPT for which one?

A)expanding on its menu
B)adding extra drive-up windows
C)hiring more order-takers
D)hanging up digital timers behind the counter

Question 46

Which company was highlighted in the text because it interviewed 3,000 consumers and created five distinct segments that it could then target in different ways, customizing lifestyle segmentation with a particular focus?

A)Estée Lauder
B)Folgers
C)Mobil
D)Pillsbury

Question 47

"Careful Cooks," "Down-Home Stokers," and "Functional Feeders" are all segments identified by a major food company based on ____ segmentation.

A)geopsychographic
B)niche
C)repositioned
D)lifestyle

Question 48

An ad agency marketing a line of office products segments a consumer market using PRIZM data and then segments a business market using SIC data.These two systems have one thing in common, in that they both involve

A)geographic locations of markets.
B)target markets already categorized by gender and age.
C)psychographic data.
D)extensive consumer interviews.

Question 49

Though advertisers cannot predict the future, what is one key element that may influence their decisions in years to come concerning the demographic group called "woopies"?

A)They are identified by free spirits in their 20s and 30s who have yet to commit to long-term careers, relationships, lifestyles, or even geographic locations.
B)They represent the youngest demographic segment in the U.S., based on babies born in the past five years.
C)They will make up one-third of the U.S.population by 2025, those age 50 and older.
D)They consist of pre-teens and early adolescents, who will have great buying power within a few years.

Question 50

One big plus from a product position that stays consistent over time, like State Farm's "Good Neighbor" campaign, is that it

A)is more likely to break through advertising clutter.
B)successfully reaches nonusers.
C)doesn't need to target a particular segment.
D)is easily repositioned.

Question 51

Benefit positioning is demonstrated in product campaigns that

A)feature distinctive reasons for its purchase.
B)announce new features and functions.
C)build a customer base of new purchasers.
D)revitalize an identity that has been lost in the market.

Question 52

Which firm did the text highlight as one with a long-term, successful campaign that epitomizes "simplicity" in defining its distinctiveness, a critical ingredient in a good positioning strategy?

A)Exedrin
B)Jack Daniels
C)Nike
D)Tylenol

Question 53

Psychographics emerged in the 1960s as a new research method, one that would better understand consumer's

A)PRIZMs.
B)SICs.
C)AIOs.
D)STPs.

Question 54

In Mobil's positioning as the "Friendly Serve" station, it had many good reasons to select the particular target market that it did.But one issue that was NOT a factor was that the segment

A)spent the largest amount of money at service stations.
B)had the greatest number of consumers in sheer numbers.
C)had potential for growth.
D)bought little extras besides just gas.

Question 55

A major criterion to consider during segment selection involves the companies that are vying for that segment's business.What term is used to define this concept?

A)ad clutter
B)business market
C)competitive field
D)target market

Question 56

The text mentions Avon Products as one of many corporations that has successfully added emotional benefits to its positioning, creating intense feelings regarding its products, by linking its brand to

A)a celebrity endorsement.
B)an important social cause.
C)a YouTube video.
D)a viral Internet promotion.

Question 57

Two fundamental questions must be asked by an advertiser when trying to determine which market segment to target.They are "What do members of the segment want in a product?" and

A)"How much are they willing to pay for it?"
B)"Is the segment currently growing?"
C)"What are they willing to settle for?"
D)"Can my company provide it?"

Question 58

What is a market niche?

A)A small group of consumers with unique needs and who typically are willing to pay a premium to have those needs met.
B)A small segment that a firm tries to dominate but ultimately shares with many other competitors.
C)A competitive position that has cost a firm in time and money but has shown little profitability.
D)Astrategy that positions the firm's brand as close to the market leader as possible.

Question 59

Why is benefit positioning often used by a firm when its competitors offer comparable products that basically do the same thing?

A)to point out emotional benefits that differentiate its product from others
B)to send new messages about its product's identity
C)to spell out functional benefits that its product offers
D)to suggest new uses for its product

Question 60

Climate, topography, community size, and national region have been found to make dramatic differences in consumption, including habits involving eating and food preparation, entertainment, and recreation.This is an example of ____ segmentation.

A)psychographic
B)behavioral
C)geographic
D)geodemographic

Question 61

"Micro-sponsorships" have become popular ways for firms with restricted budgets to attract socially conscious consumers because they connect their products to

A)political causes.
B)green efforts.
C)healthy lifestyles.
D)smaller charities.

Question 62

Scenario 6-3
Keds has been trying to turn around a long-term slide in its shoe business.For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving.But over time, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds.As part of its effort to revitalize the brand several years ago, Keds's advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters.According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces."
(Scenario 6-3) Instead of "mothers and daughters," why didn't Keds define its target segment simply as "women"?

A)This concept already has a number of established companies targeting it.
B)This is not based on a realistic approach to segmentation.
C)This is based on demographic criteria for which media is difficult to define.
D)This is poorly defined and provides no clear orientation or identity.

Question 63

Scenario 6-1
Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations.Several years ago, Gillette announced the launch of two new high-performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving.The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor.Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments.More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)
(Scenario 6-1) The position for any one market segment should

A)also hold an appeal for those outside the segment.
B)be identical to positions selected for other segments.
C)change occasionally to break through advertising clutter.
D)be easily communicated to consumers.

Question 64

Scenario 6-1
Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations.Several years ago, Gillette announced the launch of two new high-performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving.The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor.Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments.More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)
(Scenario 6-1) The original plan to sell new products to the female market

A)could be considered an STP effort because Gillette is targeting multiple segments.
B)may or may not have been an STP effort, depending on whether Gillette has created sub-segments of these large segments.
C)may or may not have been an STP effort, depending on whether all possible segments are being targeted by Gillette.
D)fit all the criteria of an STP effort by Gillette.

Question 65

To simplify a somewhat complex concept, a value proposition is of great importance to a company's advertising success because it puts all its emphasis on one simple premise-

A)who belongs in the target market.
B)what the company should sell.
C)how the customer benefits.
D)why the brand is different from others.

Question 66

Scenario 6-2
El Sol sunglasses were designed by an avant-garde artist.She said there were no sunglasses out there that she would wear, so she had to design her own.Her sunglasses were worn by a whacked-out bad guy in a blockbuster movie and, because of this, have acquired a cult following among young teens.Print advertisements are visually sparse-nothing more than a still shot from the movie and a logo for the brand.Eyewake sunglasses were designed by an optician after he realized that conventional sunglasses allowed in certain types of light that promoted eye fatigue.He made 1,000 of his sunglasses and gave 100 of them away to friends and acquaintances.After trying them out for awhile, several of them told him that they really liked them when they had to drive for extended lengths of time.He placed an ad in the back of a tourism magazine, extolling the safety benefit of driving with eyes that weren't fatigued.He promptly sold all of his remaining glasses.Kushyspecs sunglasses were developed after research revealed that a small group of people didn't like wearing sunglasses because most sunglasses left pinch marks on their noses.The company that performed the research developed sunglasses with a soft, cushiony nose piece.Advertisements for Kushyspecs feature the headline "The mark of a good pair of sunglasses is no mark at all."
(Scenario 6-2) Which of these brands of sunglasses was positioned through a product differentiation strategy?

A)El Sol
B)Eyewake and Kushyspecs
C)El Sol and Kushyspecs
D)Eyewake and El Sol

Question 67

Scenario 6-1
Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations.Several years ago, Gillette announced the launch of two new high-performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving.The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor.Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments.More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)
(Scenario 6-1) It appears that the management at Gillette has performed the fundamental task behind effective segmentation.Gillette has matched what members of different segments want with

A)the company's ability to provide it.
B)a single appeal.
C)an advertising message they will understand.
D)a distinct demographic profile.

Question 68

Self-expressive benefits are promoted in ads to

A)define a product that doesn't compete directly with any competitor.
B)focus on benefit, user, and competitive positioning, rather than emotional differentiation.
C)create distinctive images or personality traits and invite people into the brand community.
D)identify groups of customers that share certain characteristics.

Question 69

A firm finds that it has gained tremendous leverage by using STP marketing, largely because it combines

A)client and agency efforts to fulfill customer needs.
B)functional and emotional benefits as products enter the marketplace.
C)mature and new product categories.
D)user and competitive aspects of positioning.

Question 70

The American Pork Producers has been running a long-term campaign with the tagline "Pork.The other white meat." This is an example of

A)lifestyle segmentation.
B)demographic segmentation.
C)benefit positioning.
D)competitive positioning.

Question 71

Scenario 6-3
Keds has been trying to turn around a long-term slide in its shoe business.For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving.But over time, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds.As part of its effort to revitalize the brand several years ago, Keds's advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters.According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces."
(Scenario 6-3) Which of these segmentation techniques would provide the most insight for Keds's advertising agency in the creation of its advertisements?

A)emergent
B)lifestyle
C)geographic
D)usage pattern

Question 72

What types of brands are commonly repositioned?

A)those that are in a tightly competitive market
B)those that are bought on a regular or habitual basis
C)those that are big-ticket items
D)those that are popular with one generation but fade with the next

Question 73

Scenario 6-1
Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations.Several years ago, Gillette announced the launch of two new high-performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving.The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor.Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments.More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)
(Scenario 6-1) According to the information provided here, Gillette has identified market segments along _____ lines.

A)benefit
B)demographic
C)geographic
D)usage pattern

Question 74

A powerful value proposition in most situations today includes functional, emotional, and self-expressive benefits,

A)though only tangible product benefits are truly emphasized.
B)though no single ad can reflect all three aspects.
C)all of which must be included in a given advertising campaign.
D)though children are excluded because their decision making is controlled by parents.

Question 75

Scenario 6-2
El Sol sunglasses were designed by an avant-garde artist.She said there were no sunglasses out there that she would wear, so she had to design her own.Her sunglasses were worn by a whacked-out bad guy in a blockbuster movie and, because of this, have acquired a cult following among young teens.Print advertisements are visually sparse-nothing more than a still shot from the movie and a logo for the brand.Eyewake sunglasses were designed by an optician after he realized that conventional sunglasses allowed in certain types of light that promoted eye fatigue.He made 1,000 of his sunglasses and gave 100 of them away to friends and acquaintances.After trying them out for awhile, several of them told him that they really liked them when they had to drive for extended lengths of time.He placed an ad in the back of a tourism magazine, extolling the safety benefit of driving with eyes that weren't fatigued.He promptly sold all of his remaining glasses.Kushyspecs sunglasses were developed after research revealed that a small group of people didn't like wearing sunglasses because most sunglasses left pinch marks on their noses.The company that performed the research developed sunglasses with a soft, cushiony nose piece.Advertisements for Kushyspecs feature the headline "The mark of a good pair of sunglasses is no mark at all."
(Scenario 6-2) Which of these brands of sunglasses uses benefit positioning in its advertisements?

A)all three-El Sol, Eyewake, and Kushyspecs
B)El Sol and Kushyspecs
C)Kushyspecs
D)Eyewake

Question 76

What are the three fundamental options that advertisers have when choosing a positioning theme?

A)demographic, psychographic, or geographic
B)benefit, user, or competitive
C)STP, VALS, or SIC
D)functional, emotional, or psychological

Question 77

Scenario 6-2
El Sol sunglasses were designed by an avant-garde artist.She said there were no sunglasses out there that she would wear, so she had to design her own.Her sunglasses were worn by a whacked-out bad guy in a blockbuster movie and, because of this, have acquired a cult following among young teens.Print advertisements are visually sparse-nothing more than a still shot from the movie and a logo for the brand.Eyewake sunglasses were designed by an optician after he realized that conventional sunglasses allowed in certain types of light that promoted eye fatigue.He made 1,000 of his sunglasses and gave 100 of them away to friends and acquaintances.After trying them out for awhile, several of them told him that they really liked them when they had to drive for extended lengths of time.He placed an ad in the back of a tourism magazine, extolling the safety benefit of driving with eyes that weren't fatigued.He promptly sold all of his remaining glasses.Kushyspecs sunglasses were developed after research revealed that a small group of people didn't like wearing sunglasses because most sunglasses left pinch marks on their noses.The company that performed the research developed sunglasses with a soft, cushiony nose piece.Advertisements for Kushyspecs feature the headline "The mark of a good pair of sunglasses is no mark at all."
(Scenario 6-2) One element that all three of these ad campaigns have in common is that they are all

A)employing repositioning.
B)using geographic segmentation.
C)relying on emotional differentiation.
D)targeting a market niche.

Question 78

Scenario 6-1
Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations.Several years ago, Gillette announced the launch of two new high-performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving.The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor.Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments.More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)
(Scenario 6-1) The philosophy behind Gillette's efforts is based on

A)user positioning.
B)market niche positioning.
C)benefit positioning.
D)competitive positioning.

Question 79

The model designed by Esther Thorson and Jeri Moore features which element as the starting point to strategic advertising, located at its paramount apex?

A)brand identity
B)positioning theme
C)marketing approach
D)target segment

Question 80

Scenario 6-2
El Sol sunglasses were designed by an avant-garde artist.She said there were no sunglasses out there that she would wear, so she had to design her own.Her sunglasses were worn by a whacked-out bad guy in a blockbuster movie and, because of this, have acquired a cult following among young teens.Print advertisements are visually sparse-nothing more than a still shot from the movie and a logo for the brand.Eyewake sunglasses were designed by an optician after he realized that conventional sunglasses allowed in certain types of light that promoted eye fatigue.He made 1,000 of his sunglasses and gave 100 of them away to friends and acquaintances.After trying them out for awhile, several of them told him that they really liked them when they had to drive for extended lengths of time.He placed an ad in the back of a tourism magazine, extolling the safety benefit of driving with eyes that weren't fatigued.He promptly sold all of his remaining glasses.Kushyspecs sunglasses were developed after research revealed that a small group of people didn't like wearing sunglasses because most sunglasses left pinch marks on their noses.The company that performed the research developed sunglasses with a soft, cushiony nose piece.Advertisements for Kushyspecs feature the headline "The mark of a good pair of sunglasses is no mark at all."
(Scenario 6-2) Which of these brands attempts to reach a market segment through product placement?

A)El Sol and Eyewake
B)Eyewake and Kushyspecs
C)Kushyspecs
D)El Sol