Scenario 1-6 Gillette M3Power-A MACH3 Razor Innovation-Is a Groundbreaking, Powered Wet Shaving

question 53

Multiple Choice

Scenario 1-6
Gillette M3Power-a MACH3 razor innovation-is a groundbreaking, powered wet shaving system for men that delivers a totally new shaving experience resulting in Gillette's best shave ever. M3Power builds on the heritage of MACH3 and combines Gillette's latest and best razor and blade technologies. M3Power outperforms all other blades and razors in closeness, comfort and safety during and after the shave. Gillette M3Power features other innovations beyond power: new blades featuring PowerGlide™-an enhanced blade coating for incredible glide and maximum comfort, a moisturizing Indicator Lubrastrip™ and a technologically-advanced handle (www.Gillette.com) . Recently, Gillette Co. direct-mailed users of competing male products, throughout the United States, a free MACH3Power razor with blades and a coupon offer. In addition, a series of coordinated advertisements to male consumers were developed to increase awareness of this product. Gillette said that its goal was to have a market awareness rate of 70% within four months.
-(Scenario 1-6) Gillette advertises to consumers, to retailers, and even to wholesalers with the slogan "The Best a Man Can Get" to encourage more distribution of their products. They also have personal salespeople meeting with retailers and wholesalers on a regular basis. They offer promotional items in stores for consumers and are known to sponsor events like NASCAR races. This emphasis on the brand and not just communication is known as

• A) primary demand stimulation
• B) selective demand stimulation
• C) integrated marketing communication
• D) advertising

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Definitions:

Commerce Clause

The clause in the U.S. Constitution that gives the federal government the power to regulate business among the states.

Article I

A particular section or provision in a constitution, treaty, or other formal legal document, often referring to specific rights or obligations.

Robert Heilbroner

An American economist known for his works on the history of economic thought and capitalism.

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