Scenario 15-5 Starting in Late 2010, Shoppers at a Number of Bloom

question 78

Multiple Choice

Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebook­sized monitors as they stroll through the aisles.The devices, or 3GTV's as creator Automated Media Services calls them, will advertise products nearby ranging from macaroni noodles to peanut butter.The mini- televisions are part of a pilot program in nine of the grocer's locations in Maryland and Virginia to test the effectiveness of commercials at the Point-Of-Purchase.Advertisers who are growing increasingly frustrated by TiVo and DirectTV's fast-forwarding capabilities, will be able to pitch consumers at what Automated believes is the most crucial point in the sale process.The new technology could help grocery stores such as Bloom save money on circulars, but the transition will likely not come without conflict.Before the first 3GTV was even
activated, one coalition group argued that the system would undercut parental authority by causing children to lobby for the product being advertised.
(Danielle Douglas, "Bloom to Try Out In­Store TV Advertising System." Washington Post, November 1, 2010.)
-(Scenario 15-5) ClipTrick feels it is better not to send in Point-of-Purchase displays to the retail store.Which of the following would most likely be the reason for its decision?

• A)Consumers never notice displays at stores.
• B)They are extremely expensive and difficult to execute.
• C)It portrays the product as cheap and desperate to sell.
• D)Most retailers ignore and don not use the displays they receive.

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Definitions:

Zymogen Granules

Intracellular storage granules found in the pancreas and other glands, containing inactive enzyme precursors that can be activated when needed.

Salivary Amylase

An enzyme found in saliva that starts the process of breaking down starches into sugars during digestion.

Pyloric Pump

A mechanism involving the pylorus, the region of the stomach that connects to the small intestine, which regulates the passage of digestive contents into the intestine.

Pyloric Opening

The opening from the stomach into the duodenum, regulated by the pyloric sphincter to control the passage of digested food.