Scenario 16

question 85

Multiple Choice

Scenario 16.1 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 16.1. 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:

Electronic Fetal Monitoring

Mechanical monitoring of fetal heartbeat during labor and delivery.

False-Positive Rates

The proportion of incorrect positive results in a test or screening process, reflecting instances where the test indicates a condition or characteristic that is actually absent.

Cesarean Sections

A surgical procedure used to deliver a baby through an incision in the mother's abdomen and uterus, often performed when a vaginal birth is not possible or safe.

Cost

The value or price associated with acquiring, producing, or maintaining something, often represented in terms of money or effort.