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A new U.S.automobile company,Specialty Motors,was established in 2004.In 2008,a recession caused disposable income to decline,and the annual amount of dollars spent by consumers for automobiles dropped drastically.Specialty Motors faced the problem of trying to determine whether the economy would turn toward prosperity or toward depression.No matter what happened,Specialty Motors was also worried about an impending global steel shortage,which would make a big difference in its future marketing plans.The economy might recover from the recession,but the automobile makers might be forced to ask consumers to curtail consumption just when the hope of a better year was finally in sight.All in all,the future looked dismal for Specialty Motors.
-Refer to Scenario 3.2.When Specialty Motors is operating during a recessionary period,its promotion efforts should stress

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During a recessionary period, consumers are likely to prioritize value and utility over other factors when considering purchasing a new car. Therefore, Specialty Motors should emphasize the value and utility of their cars in their promotion efforts.

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