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Use the Following to Answer the Questions

question 139

Multiple Choice

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.Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of ____ marketing,while the TV commercials described above would be an example of ____ marketing.

Definitions:

Bureaucratic Inertia

Refers to the tendency of large, rigid bureaucracies to continue their policies even when their clients' needs change.

Bureaucratic Ritualism

The phenomenon in which bureaucratic organizations focus more on following strict procedures and rules than on achieving their actual goals, leading to inefficiency.

Rules and Regulations

Established guidelines and laws designed to govern behavior and ensure order within a society, organization, or system.

Reference Group

A reference group is composed of people against whom an individual evaluates his or her situation or conduct.