Scenario 2-1
As one of the world's largest computer and technology developers, Dell, Inc.has never been a stranger to advertising. However, due to a consistent decline in market share, the Texas-based company is looking to overhaul its advertising efforts for the first time in years. In the past, Dell found success promoting its products as some of the top "inexpensive" computer products on the market. However, the company's new ad campaign, which will be targeted towards more high-end users, will make no mention of product price. The company is looking to reinvent its image, and believes the first step in doing so is to revamp its outdated advertising campaign.
-(Scenario 2-1) In recent years, Dell has struggled to compete with companies such as HP and Apple. To generate interest in its new line of computers, Dell hires a company to design a number of contests and incentive programs that will help build excitement for the new line. This company is likely an example of a(n)

Question

Quizplus · Accepted Answer

A sales promotion agency specializes in creating programs to build excitement and increase sales for new products or services. In this scenario, Dell hired a company to design contests and incentives to build excitement for their new line of computers, which falls under the category of sales promotion. Therefore, the best choice is C. Direct marketing agencies focus on targeted marketing efforts through channels such as email and direct mail. E-commerce agencies specialize in developing and managing online stores. Marketing research firms conduct and analyze research to provide insights on consumer behavior and market trends. None of these options align with the company that Dell hired to design contests and incentives.

Scenario 2-1 As One of the World's Largest Computer and Technology Developers