Scenario 17.1 Use the Following to Answer the Questions

question 65

Multiple Choice

Scenario 17.1
Use the following to answer the 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 find out who the opinion leaders were in that age group.By visiting the local nightlife,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,then a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted to the under-30 age group,and used drive-by billboards in the large cities near the nightclub areas.
-Refer to Scenario 17.1.Toyota's act of giving the 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:

High Value

Describes products, services, or actions that yield significant benefits or returns relative to their cost or effort.

Competitors

Other businesses or individuals that offer similar products or services, competing for the same customers or market share.

Process Reengineering

The fundamental rethinking and radical redesign of business processes to achieve dramatic improvements in critical measures of performance such as cost, quality, service, and speed.

Flexibility

Flexibility in a workplace context refers to the adaptability of an organization and its employees to changes or new demands, including work schedules, tasks, and strategies.