Refer to the Scenario Below to Answer the Following Questions

question 100

Multiple Choice

Refer to the scenario below to answer the following questions.
Tan Peng Kia, owner of Seabird Terrace, watched his investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Overlooking the Terengganu coast, Seabird Terrace had attracted thousands of visits in some months, but then faced a tremendous downturn in business during the monsoon season. "But, given the industry in the nearby towns, very little year-round competition, and our close proximity to towns," Tan said, "I couldn't understand why seasonality had to hit Seabird Terrace so hard!"
So Tan spent his time devising a new marketing plan. He put together a promotional package designed to attract business travelers year-round. Tan's plan, then, involved a seasonal large-scale selling and promotion effort -to be implemented from March to July -that would attract the usual crowd. His idea worked! During the monsoon season, Tan greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by his promotional appeals.
"We still have a long way to go," Tan admitted. "Our restaurant offers delicious local foods, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Tan then added, "Actually, there are so many possibilities!"
-Tan Peng Kia's use of a "large-scale selling and promotion effort" is an example of the ________ concept.

• A) selling
• B) marketing
• C) product
• D) production
• E) societal marketing

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Definitions:

Monopoly Environment

A market structure characterized by a single seller, selling a unique product in the market with no close substitutes.

Porter's Five Forces

A framework for analyzing a company's competitive environment by evaluating five forces: competitive rivalry, bargaining power of suppliers, bargaining power of buyers, threat of new entrants, and threat of substitute products or services.

Unattractive Industry

An industry characterized by low profitability, high competition, or significant barriers to entry.

Intense Rivalry

A highly competitive relationship between individuals or entities, often driving innovation and improvement.