Use the Following to Answer Questions

question 119

Multiple Choice

Use the following to answer questions
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication.First, it did research in several large cities to identify opinion leaders in that age group.Then, one or two people in each city were selected and given a new vehicle to drive for two weeks.They were told to share information about this new vehicle with their friends.After a few weeks, a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted at the under-30 age group and used drive-by billboards in areas of large cities with lots of nightlife.
-Giving opinion leaders a new vehicle for two weeks is best described as an example of:

• A)advertising.
• B)personal selling.
• C)sales promotion.
• D)buzz marketing.
• E)push marketing.

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Definitions:

Social Objectives

Goals that relate to achieving welfare, benefits, or positive outcomes for society or specific social groups.

Dangerous Stakeholder

A stakeholder with the potential to negatively impact an organization or project through their actions or opposition.

Power and Urgency

These are criteria in stakeholder theory that determine the level of attention stakeholders receive based on their ability to influence the organization (power) and the immediacy of their claims (urgency).

Power, Legitimacy, Urgency

Refers to the three attributes that define the level of stakeholder influence in a business context, emphasizing the importance of their claims.