Since the Creation of the Hershey Candy Bar Over 100

question 119

Multiple Choice

Since the creation of the Hershey candy bar over 100 years ago, the price of chocolate has fluctuated, but the price of the candy bar has slowly risen. In fact, when the price of chocolate had dramatic price fluctuations over a three-year period, the price of a Hershey's candy bar remained the same. When the price of chocolate was very high,
Hershey's was able to maintain its profits by making the bars smaller. Hershey's engaged in:

• A)trading up.
• B)top-down marketing.
• C)downsizing.
• D)bottom-up marketing.

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Definitions:

Promotion

Activities designed to increase the sales of a product or service, often through advertising or incentives.

Sales Promotion

Marketing activities aimed at boosting sales and strengthening brand loyalty by offering short-term incentives to customers.

Promotional Mix

A combination of marketing tools, including advertising, sales promotion, public relations, personal selling, and direct marketing, used to achieve communication objectives.

Direct Marketing

A form of advertising where companies communicate directly with consumers through mail, email, texts, and other channels, bypassing intermediary media.