Scenario 15.1 Use the Following to Answer the Questions

question 183

Multiple Choice

Scenario 15.1
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 and through social media. After a few weeks, 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 15.1. Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of

• A)sales promotion.
• B)word-of-mouth promotion.
• C)product placement.
• D)viral marketing.
• E)publicity.

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Definitions:

High Power Distance

A cultural dimension where there is a large gap between those in power and the common people, with a significant level of acceptance of the uneven distribution of power in institutions and organizations.

Authority

The recognized power or right of an individual or entity to make decisions, give orders, and enforce obedience.

Directives

Instructions or orders given by someone in authority, intended to guide or dictate the actions of others.

Participative Leadership

Describes a leadership style where the leader involves team members in the decision-making process, ensuring that their input is considered in the final decisions.