Cathy's Fashions is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively higher income. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________. A) ambush marketing
1) Cathy's Fashions is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively higher income. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________.
- A) ambush marketing
- B) social marketing
- C) societal marketing
- D) target marketing
- E) cause marketing
2) Standard Chartered Bank is the sponsor of the annual Marathon in Hong Kong, which is attended by many fans and watched by viewers worldwide. The Standard Chartered Bank’s logo and name are displayed throughout the racecourse. Standard Chartered Bank most likely sponsors this event in order to appeal to which of the following types of publics?
- A) financial publics
- B) citizen-action publics
- C) government publics
- D) general publics
- E) internal publics
3) Happy Holidays, chain of travel agencies has identified the lesbian, gay, bisexual, and transgender (LGBT) community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Happy Holidays to take advantage of this opportunity?
- A) develop a presence on LGBT-oriented social networking sites
- B) position his agency as focused on specialized experiences
- C) implement a mass marketing campaign
- D) place specially targeted ads in gay-themed publications
- E) advertise on LOGO, the cable television network aimed at gays and lesbians and their friends and family
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