Bonnie Faces the Challenge of Developing the Promotion Mix for a New

question 267

Multiple Choice

Bonnie faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Bonnie confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. Bonnie should consider:

• A) publicity to help create a positive image for her firm and its products.
• B) the extensive use of persuasive advertising.
• C) emphasizing personal selling rather than public relations.
• D) changing jobs because this situation is hopeless.

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Definitions:

Assisted Living Facility

A housing facility for people who require assistance with daily activities but do not need full-time care like that provided in a nursing home.

Functional Abilities

The capacity to engage in activities or tasks that are fundamental to caring for oneself and living independently.

24-hour Nursing Care

Continuous nursing services provided throughout all hours of the day to ensure patient needs are met.

Complementary and Alternative

Non-traditional medical or health care practices used alongside or instead of conventional medicine.