Use the Following to Answer the Questions

question 98

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 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:

Organizational Culture

The shared values, beliefs, norms, and practices that shape the social and psychological environment of a business organization.

Reality Shock

The feeling of surprise and disorientation experienced by individuals when they encounter unexpected realities in their work or life situations.

Pre-Employment Expectations

The beliefs or assumptions about the nature of the work, the work environment, and the culture that individuals hold before starting a new job.

Mental Models

Represent the deeply ingrained assumptions or generalizations that influence how individuals understand the world and take action.