Scenario 12-4 Prudential Prime Properties Is a Local Real Estate Office Franchise

Scenario 12-4
Prudential Prime Properties is a local real estate office franchise that serves a medium sized metropolitan market. This business is the second largest real estate office in town with a 23% share of the market. Even with an annual advertising budget of over $200,000, this office is not seeing significant sales growth. Prudential Prime Properties has spent the majority of its advertising budget on simple newspaper ads showing specific home listings and promoting weekend open houses. Roy Becker, sales manager, has been questioning whether or not this office should consider additional spending on programs that take advantage of the convergence of Madison & Vine. At present, only about 20% of the promotional budget is allocated which is half what was spent on traditional advertising last year.
-(Scenario 12-4) When Roy entertains clients like the developers and builders he hopes to work with at an event sponsored by his brand what is he doing?

A) co-opting
B) leveraging
C) selling
D) pretending