EcoAthlete determines that the target market for its running shoes is people who are environmentally conscious. It uses only environmentally friendly materials in the production of its shoes, and packaging is made of exclusively recycled material. Which dimension of market segmentation does EcoAthlete use in determining this target market?
A) Demography
B) Geography
C) Lifestyle and behavior
D) Geodemography
E) Industry
Question 2
Disney is a leader in the effort to promote sustainable tourism. For example, treats sold in Disney World and Disneyland parks are baked in eco-friendly bakeries that use Energy Star-rated equipment, skylights for natural illumination, and the bakeries recycle expired baked goods and grains into livestock feed.
Disney is looking to expand its sustainability efforts, particularly in the area of community outreach. Which of the following would be an appropriate action to fulfill this plan?
A) Reuse cooking oil to power railroad trains that circle the properties.
B) Donate a portion of Earth Day ticket sales to local conservation efforts in Florida and California.
C) Replace lighting fixtures with energy-efficient alternatives.
D) Wash buses and clean streets at parks and resorts with reclaimed water.
E) Use 100 recycled plastic merchandise bags at Disney park locations.
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Marketing: Real People, Real Choices