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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 16.1.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.

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Offering a trip to Hawaii to dealership salespeople for selling ten new vehicles within the first month is an example of push marketing because it is pushing the salespeople to sell the new vehicles. The TV commercials, on the other hand, are an example of pull marketing as they are aimed at attracting customers towards the new vehicle.

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