Scenario 17.1
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,then 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 17.1.Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of ____ marketing,while the TV commercials described above would be an example of ____ marketing.

Question

Quizplus · Accepted Answer

Offering a trip to Hawaii as a reward for salespeople who sell ten of the new vehicles within the first month is an example of push marketing, as it is a sales promotion targeted towards the sales force to motivate them to sell the new vehicle. TV commercials, magazine ads, and drive-by billboards are aimed at creating demand for the new vehicle among potential customers and are therefore examples of pull marketing.

Scenario 17.1 Use the Following to Answer the Questions