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Unformatted text preview: features. Martin has been having problems getting retailers to stock
his new product. It is Martin’s hope that consumers will go to their local bookstores and ask for
122. Refer to RugRatReaders. In all of Martin’s ads, he will emphasize the books’ indestructibility.
This represents the product’s:
tactical advantage b.
e. competitive advantage
objective strategy ANS: B
A competitive advantage is the unique set of features of a company and its products that are
perceived by the target market as significant and superior to the competition.
KEY: CB&E Model Strategy| CB&E Model Product TOP: AACSB Reflective
MSC: BLOOMS Application 123. Refer to RugRatReaders. Martin’s choice of radio as his promotional tool is based on the fact that
it is a one-way mass communication vehicle. Radio is most commonly used with which
promotional mix element?
Advertising is any form of impersonal, one-way communication paid for by the sponsor. Radio is
an example of an advertising medium.
KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB Reflective MSC: BLOOMS Application 124. Refer to RugRatReaders. The promotional campaign Martin is utilizing is designed to accomplish
which basic promotional task?
Informative promotion is important for a new product and more prevalent during the early stages
of the product life cycle.
KEY: CB&E Model Strategy OBJ: 16-4 TOP: AACSB Reflective MSC: BLOOMS Application 125. Refer to RugRatReaders. According to the AIDA model, the first step Martin must achieve with
his target market is:
Action ANS: A
The first step in AIDA is to draw customers’ attention to the product.
KEY: CB&E Model Strategy OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Application 126. Refer to RugRatReaders. In attempting to get consumers to ask the retailer for his product, Martin
is using a _____ promotional strategy:
A pull strategy stimulates consumer demand to obtain product distribution.
KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB Reflective MSC: BLOOMS Application Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition, which is
the airline shuttles. Amtrak’s new name for its Metroliner is The Smart Shuttle. Gone are ads that
were inwardly directed and sold the Metroliner on its leisurely pace. In their place are ads
showing rapid shots of the sleek train and business executives conducting no-nonsense meetings
“eyeball-to-eyeball.” The campaign, which includes television, radio, print, billboards, and
posters in commuter...
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- Fall '13