SCENARIOS
Chrysler Minivans
In 1995,the Chrysler Corporation launched the first complete remake of its minivan category since the firm invented the vehicle category in 1984.The minivans were designed with more curves on the outside and more space on the inside.One of Chrysler's goals for remaking the minivan was to broaden the minivan's appeal beyond the traditional buyer base of practical families.Advertising showed minivans being used to cart everything from senior citizens to canoes."A minivan is for any time,any place,everyone," was one of the promotional slogans used.To reach other customer groups,Chrysler developed a sports version and a short-wheel-base version of the upscale Town and Country model for sophisticated buyers.Chrysler hoped the $2.6 billion vehicle development cost would pay off as the market expanded.However,competitors also began to offer a wider range of sophisticated models,and competition has become fierce.
-Refer to Wartime Cartoons.Wartime cartoons have been described as positive propaganda because they created a spirit of cohesiveness and the message that all Americans could participate in the war effort.By enhancing the long-term best interests of the United States,the wartime cartoonists actually showed a _____ orientation.

Question

Quizplus · Accepted Answer

The description of how wartime cartoons were positive propaganda and created a spirit of cohesiveness and participation in the war effort suggests a societal marketing orientation. This orientation is focused on enhancing the long-term best interests of society as a whole, rather than just the company's profits or individual consumer needs.

SCENARIOS Chrysler Minivans