Author Question: Fred owns a sporting goods company that has now expanded to 200 stores across the country. His main ... (Read 27 times)

jeatrice · **on:** Jun 29, 2018

Fred owns a sporting goods company that has now expanded to 200 stores across the country. His main form of marketing is advertising in different magazines. In the areas of Vermont and New York, he advertises in skiing magazines. In California he advertises in surfing magazines. In Colorado and Utah, Fred advertises in magazines focused on hiking. On the other hand, Fred is also trying to get professional golfing associations to purchase some of his high-end golfing equipment. In this case, rather than advertising Fred meets with representatives from these organizations personally. Fred is most likely selecting promotion mix factors based on
A) characteristics of the product.
B) promotional resources, objectives, and policies.
C) characteristics of the target market.
D) costs and availability of promotional methods.
E) push and pull channel policies.

Question 2

In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour-long spot on ESPN, which interestingly enough was entitled, The Decision.. Almost immediately, fans and critics alike began to express their distaste for the way the multi-millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps even worse than the damage to his image, the Lebron James brand began to take a hit when his jerseys were pulled from many retailers' stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began the process of repairing his public image. James, who endorses Nike products, came out with a controversial commercial some believe was intended to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over The Decision, and was intended to rebrand the star as a bit of a rebel. Either way, LeBron James appears to have a long way to go before he can once again be recognized as one of the most beloved players in the NBA. One reason LeBron James and his team did not expect such negative backlash following The Decision was because he donated the 3 million generated by the television spot to a number of children's charities. Although it may not have been effective in this instance, fundraisers generally
a. erase a company's negative public image completely.
b. cause any company to greatly increase its sales.
c. give positive visibility to a brand or company.
d. serve as the make-or-break element for any brand or company.