Kayla Jurgenson, Marketing Manager for Super Gaming Computers and Accessories

question 20

Multiple Choice

Kayla Jurgenson, marketing manager for Super Gaming Computers and Accessories (SGCA) , is reviewing her company's plans for the coming year. SGCA sells its products through retail computer dealers and some specialty gaming stores. Currently, SGCA is carried in 25 percent of all retail computer stores nationwide, but in California is carried in only 10 percent of stores. So, Kayla has set an objective of being in 25% of all retail computer stores in California within one year.
SGCA plans to introduce a new SuperDuperGamer model with special features that fits its target market of teen and young adult gamers. The SuperDuperGamer uses a new technology and is expected to be a breakthrough product, but it will be important to build awareness for it to succeed. So, the advertising objective is for 40% of SGCA's target market to be aware of the new SuperDuperGamer model within 3 months. SGCA also wants to help its retailers reduce their current stock of SuperGamer computers before the new model comes out in a month. The SuperGamer has been on the market for two years and has been a top seller in the category. SGCA's advertising objective for the SuperGamer computer is to reduce current dealer stock by 80% within the next month.
SGCA is also introducing a SuperEnhancer sound card, which is designed to significantly enhance the game-playing experience with older computers. Research with gamers show that it is very well received, so the advertising objective for the SuperEnhancer sound card is to gain 40% market share among all gaming-specific sound cards in the next year. To help achieve that objective, Jurgenson is planning to use an ad that shows the sound card and a game player being knocked off his chair by the sound. The headline on the ad reads, "9 Out of 10 Gamers Say that the SuperEnhancer Sound Beats All Others!"
About 10 years ago, most of SGCA's target customers did not even know what a sound card was or that computer audio could be upgraded. What type of advertising was needed at that time?

• A) institutional advertising
• B) reminder advertising
• C) cooperative advertising
• D) pioneering advertising
• E) direct competitive advertising

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Definitions:

Probability

A measure of the likelihood of a specific event or outcome occurring, often expressed as a ratio or percentage.

Random Variable

A variable whose possible values are numerical outcomes of a random phenomenon.

Different Values

The variation in importance, worth, or usefulness that individuals or societies attach to various factors or actions.

Expected Value

A calculation reflecting the average expected outcome of a probabilistic event, considering all possible outcomes weighted by their chances of occurrence.