Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors. After the initial contact, the managers have identified about two dozen potential new visitors who live in and around the closest big city, the one that is about 250 miles away. They decide to start with this group. They want to send a sales representative to host a casual buffet dinner for these potential guests along with the current customers who recommended them. The representative will promote the features of the recreational facility and drum up sales from both returning and new customers. Which of the following roles is this person playing in supporting the lodge's direct marketing process?
a. Personal salesperson
b. Marcom manager
c. Missionary salesperson
d. Frequency marketer
Question 2
American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market. Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets. American Express has decided to do a specific type of analysis that focuses on reach, frequency, time frame, production costs, media expenditures, and other specific elements. These factors are always included in a(n) analysis.
a. market
b. situation
c. build-up
d. industry
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