If You Followed the Suggestions of Robert M

question 200

Multiple Choice

If you followed the suggestions of Robert M. McMath, which of the following provides the best advice for a marketer for Colgate, when launching a new version of the toothpaste?

• A) Anticipate the future five years out in terms of product form, ingredients, and packaging-to invent the "toothpaste of tomorrow!"
• B) Give the product a mysterious name that is unrelated to the product's benefits but instead provokes consumer curiosity.
• C) Initiate a Facebook campaign against beverages sweetened with high fructose corn syrup, which can contribute to tooth decay.
• D) Create unusual packaging that has special shelving requirements.
• E) Study past toothpaste product failures and learn from them.

---

Definitions:

Eastern Europe

A region that encompasses many countries to the east of Germany and west of the Ural Mountains, often including nations such as Poland, Hungary, and the Czech Republic.

Yellow Press

Sensationalism in newspaper publishing that reached a peak in the circulation war between Joseph Pulitzer’s New York World and William Randolph Hearst’s New York Journal in the 1890s; the papers’ accounts of events in Havana Harbor in 1898 led directly to the Spanish-American War.

Sensational Accounts

Reports or stories exaggerated or sensationalized to attract attention or provoke public interest and emotional reactions.

Platt Amendment

An amendment to a U.S. army appropriations bill (1901), which stipulated conditions for the withdrawal of United States troops remaining in Cuba following the Spanish–American War, and shaping the Cuban-U.S. relations thereafter.