CLEP Marketing

Answer: E - A cereal company promotes its line of breakfast cereal with a singular benefit that it promotes mostly to women and elderly audiences: high fiber content. This is an example of benefit segmentation. Benefit segmentation occurs when marketers aim to brand and identify a product with the single most important benefit that they believe the consumer will derive. This type of segmentation is especially beneficial in specialized or cause-related marketing. In this case, the marketers believe that getting enough fiber from their cereal will be the single most useful benefit that consumers will seek.