Use the Following to Answer the Questions

question 141

Multiple Choice

Use the following to answer the questions.
A new U.S.automobile company,Specialty Motors,was established in 2004.In 2008,a recession caused disposable income to decline,and the annual amount of dollars spent by consumers for automobiles dropped drastically.Specialty Motors faced the problem of trying to determine whether the economy would turn toward prosperity or toward depression.No matter what happened,Specialty Motors was also worried about an impending global steel shortage,which would make a big difference in its future marketing plans.The economy might recover from the recession,but the automobile makers might be forced to ask consumers to curtail consumption just when the hope of a better year was finally in sight.All in all,the future looked dismal for Specialty Motors.
-Refer to Scenario 3.2.When Specialty Motors is operating during a recessionary period,its promotion efforts should stress

• A) low cost.
• B) value and utility.
• C) the styling of its cars.
• D) the status of owning a new car.
• E) the variety of colors from which to select.

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Definitions:

Situation Analysis

An assessment of the current circumstances or factors affecting a specific organization, project, or business venture, to inform strategic planning.

Market Summary

A comprehensive overview of the market's performance, including trends, volume, price changes, and overall market health.

Marketing Plan

A comprehensive document that outlines a company's advertising and marketing efforts for the coming year.

Implementation Activities

Actions taken to put a plan or strategy into effect, ensuring that the intended goals are achieved.