Question 31. 31. (TCO 2) A small film company is releasing a documentary based on the efforts of a group dedicated to saving endangered species. The company believes the credibility of its film is critical to its financial success. Which promotional element should it employ?
Invite members of the group to speak to local schoolchildren.
Use publicity.
Give away free posters to all movie attendees.
Use direct sales.
Send postcards to all people within a 25-mile radius of a theater showing the movie.
Question 32. 32. (TCO 8) For several years, advertisements for Arm & Hammer Baking Soda have prompted consumers to place an opened box of the product in the refrigerator to lessen food odor and to replace that box monthly. The same ads advise customers to pour the used box down their kitchen sinks to freshen drains. Arm & Hammer employed a _____ strategy in its attempt to sell more baking soda.
market penetration
market development
product development
diversification
product penetration
Question 33. 33. (TCO 3) Imagine that you are creating a marketing plan for a company that will sell kites. As you consider the marketing program, what types of strategy should you consider including in the plan? Propose one specific example of each type of strategy that you are considering, and present your rationale (reasoning) for your strategy selections.
Question 34. 34. (TCO 1) Imagine that you are the marketing manager responsible for developing marketing strategy for a bicycle company. Propose the strategic marketing process you will use, being sure the name the stages, the activities included in the stages, and stage-specific examples related to marketing bicycles.
Question 35. 35. (TCO 4) You are the product manager responsible for a horrible product failure, but in your wisdom, you are evaluating why the product failed. What factors would you consider in your evaluation? What actions could you have taken to prevent the failure? Does product innovation need a willingness to accept failure?