Chapter 04 – Segmentation, Targeting, and the Marketing Mix
49. (p. 97) Many people give fine chocolates as Christmas presents to friends and co-workers.
The only time of year you will see Ferro Rocher chocolates advertised is during November
and December as the company tries to create awareness for its product in the minds of
consumers looking for that perfect utilitarian gift. This would be an example of:
50. (p. 97) The Visitors Bureau of Greenville, Mississippi, uses an ad with the following
headline: “Join some others who got inspired here” and then lists the famous authors that
came from this area of the state. The message in this headline indicates the city is using _____
to attract tourists.
