Scenario 16.1
Use the following to answer the questions.
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, then a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas.
Refer to Scenario 16.1. Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of ____ marketing, while the TV commercials described above would be an example of ____ marketing.
A) pull; push
B) personal selling; push
C) pull; sales promotion
D) push; pull
E) personal selling; sales promotion
Question 2In the long run, business demand becomes totally unrelated to consumer demand.
Indicate whether the statement is true or false
Question 3As the number of firms utilizing direct marketing continues to grow, so too does the number of consumers opposed to the methods often described as intrusive.. To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One outlet firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number U.S. companies hope to build stronger and more useful marketing databases. What effect has the Internet had on the privacy concern regarding direct marketing?
a. It has caused consumers to feel safer because they know marketers are acting responsibly.
b. It has amplified privacy concerns because it makes it easier for all kinds of people and organizations to get access to personal information.
c. It has had no effect on consumer's feelings towards direct marketing.
d. It has greatly reduced the direct marketing efforts of companies across the world.
Question 4Scenario 16.1
Use the following to answer the questions.
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, then a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas.
Refer to Scenario 16.1. Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of
A) advertising.
B) personal selling.
C) sales promotion.
D) buzz marketing.
E) push marketing.
Question 5Industrial demand derives from consumer demand.
Indicate whether the statement is true or false
Question 6As the number of firms utilizing direct marketing continues to grow, so too does the number of consumers opposed to the methods often described as intrusive.. To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One outlet firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number U.S. companies hope to build stronger and more useful marketing databases. Which of the following is an essential application of the marketing database?
a. keeping close tabs on consumers to ensure their loyalty
b. reinforcing and recognizing your best customers
c. degrading and ignoring customers that are not providing consistent business
d. notifying customers of minute changes to various products and services
Question 7Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they
A) cost too much.
B) are illegal.
C) are potentially harmful.
D) do not last.
E) are not competitive.
Question 8Of the three types of business purchases, the straight rebuy purchase usually requires the most information.
Indicate whether the statement is true or false
Question 9As the number of firms utilizing direct marketing continues to grow, so too does the number of consumers opposed to the methods often described as intrusive.. To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One outlet firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number U.S. companies hope to build stronger and more useful marketing databases. Building a marketing database can be helpful because it allows companies to gauge how receptive customers may be to new products or product features. One way of isolating a company's best customers is by utilizing
a. a recency, frequency, and monetary analysis.
b. a frequency marketing program.
c. cross-selling techniques.
d. direct response advertising.
Quick Reply
