Roxta Confectioners has launched two new products-Big Bear Candy for children and Dark Coffee Sticks for adults.Roxta has set up a different approach for each product.Big Bear Candy will be sold at $0.99 at all retail stores, close to the cash counters.Dark Coffee Sticks will be sold at $4.99, and instead of being merchandised at cash counters, it will be on the shelves of many grocery stores.Roxta has decided to advertise Big Bear Candy to children through television ads.It has also conducted events and games to "Meet Big Bear." For Dark Coffee Sticks, Roxta has tried to connect with adults through newspaper ads and social media.Roxta has been successful in realizing profits through its two products.Roxta used television ads and "Meet the Bear" events for its Big Bear Candy, while it used social media and newspaper ads for Dark Coffee Sticks.Which element of the marketing mix has Roxta used?
A)price
B)place
C)packaging
D)promotion

Question

Quizplus · Accepted Answer

This refers to the promotion element of the marketing mix.Promotion refers to the communication tools needed to inform consumers about the product, including advertising, public relations, sales promotion, public relations, direct response, event marketing and sponsorship, and personal selling.

Roxta Confectioners Has Launched Two New Products-Big Bear Candy for Children