Axe has been a successful marketer of men's body spray, deodorant, and antiperspirants and is a division of Unilever. Axe supports a variety of fragrances and releases new products which are supported by marketing efforts including racy advertising spots and a company-owned YouTube channel. The individuals who purchase Axe deodorant or body spray for their own personal use represent Axe's _____ market, while retailers such as Target, KMart, WalMart, and grocery stores such as Kroger represent the company's __________ market.
A) consumer; business
B) primary; secondary
C) primary; reseller
D) reseller; derived

Question

Quizplus · Accepted Answer

The individuals who purchase Axe products are the end consumers, making them the consumer market. Retailers such as Target, KMart, WalMart, and Kroger purchase Axe products to sell to consumers, making them the business or reseller market. Choice A differentiates between these two markets. Choice B is incorrect because "primary" and "secondary" are not appropriate terms to describe this marketing situation. Choice C is partially correct but is more specific to the relationship between manufacturers and wholesalers rather than manufacturers and retailers. Choice D is incorrect because "derived" is not an appropriate term to describe the relationship between Axe and its retailers.

Axe Has Been a Successful Marketer of Men's Body Spray