Scenario 15.1
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, 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 15.1. If Toyota offers the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month of their availability, the promotion tactic would be an example of marketing.

Question

Quizplus · Accepted Answer

The promotion tactic of offering a trip to Hawaii for dealership salespeople is an example of a push marketing strategy, as it incentivizes the sales force to actively promote and sell the product to consumers.

Scenario 15.1 Use the Following to Answer the Questions