Scenario 2-5 Thomas Motors Is an Independent Auto Dealer in a Metropolitan

question 39

Multiple Choice

Scenario 2-5
Thomas Motors is an independent auto dealer in a metropolitan market dominated by a number of national franchise dealerships including General Motors, Ford, Daimler/Chrysler, and foreign imports Honda, Toyota and more. In order to maintain their share of market, Thomas must do significant advertising in a number of different media. They carry several different popular makes of automobiles, both foreign and domestic, and maintain a high level of inventory on their lot at all times.
-(Scenario 2-5) Thomas Motors wants to better understand the media consumption behaviors of consumers in their target markets. As a result, they wish to conduct a marketing research project to learn more about this issue. Which of the following types of firms are they most likely to commission to do such work?

• A) an advertiser
• B) an advertising agency
• C) an external facilitator
• D) a media organization

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Definitions:

Market Pressures

The forces exerted by supply and demand within a marketplace that influence business decisions, product pricing, and economic policies.

High Profiles

Entities or individuals receiving a significant amount of public attention or media coverage, often due to their status, actions, or positions.

Customer Service

The assistance and advice provided by a company to those people who buy or use its products or services.

Low Wages

Compensation amounts paid to workers that are significantly below the average for their sector or region.