Scenario 15.2 Use the Following to Answer the Questions

question 121

Multiple Choice

Scenario 15.2
Use the following to answer the questions.
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods however, and have asked for your advice.
-Refer to Scenario 15.2. The makers of Whizz considered a new promotional method for their product. A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall. Along with the Whizz, the students received a coupon for $1.00 off their next purchase. They could receive another coupon for $3.00 off if they went online and emailed five friends at another college, telling them about Whizz. The friends could then go to a website and print a coupon for $2.00 off their next purchase. The emails to the five friends are an example of _____.

• A) advertising
• B) personal selling
• C) sales promotion
• D) embedded marketing
• E) viral marketing

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Definitions:

Organizational Decision Making

The process by which decisions are made in an organization, which involves identifying and choosing alternatives based on values and preferences of the decision-maker.

Labor Relations Strategy

A plan devised by organizations to manage interactions with employees and their representatives in a way that advances the company's objectives.

Collective Bargaining

Collective bargaining is the process of negotiation between employers and a group of employees aimed at reaching agreements to regulate working conditions, wages, and other aspects of workers' compensation and rights.

Labor Unions

Organizations formed by workers in various sectors to protect and advance their rights, wages, and working conditions through collective bargaining.