MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member uniforms, and trailer. For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor. The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire. A company that thinks about sponsoring the WaveRunner does so with the hopes that it will play a major role in its IBP effort. One potential risk of using nontraditional forms of promotion is that they
a. involve factors that contribute to the challenge of coordinating all IBP messages.
b. cannot be quantitatively measured.
c. rarely make a strong enough impact on the marketing plan.
d. cannot offer the highly targeted audience necessary for this role.
Question 2
Business markets are typically divided into four categories. These categories are
A) retailers, wholesalers, services, and nonprofit firms.
B) producer, manufacturer, reseller, and government.
C) producer, reseller, government, and institutional.
D) manufacturer, wholesaler, retailer, and services.
E) reseller, retailer, government, and institutional.
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