One day Yoriko met some tourists in downtown Topeka by the capital building. She saw this as
Question:
One day Yoriko met some tourists in downtown Topeka by the capital building. She saw this as an opportunity to generate Word-Of-Mouth (WOM) about her new store that sold Japanese products. She approached them, asked them to hold some of the products while she "accidently" (but on purpose) dropped an entire bag of products on the ground. Of course the tourists obligingly helped the stumbling Yoriko by picking up the products - but in the process got to see, hold and interact with them. She lied and said he bought them from a store down the street and gave them directions (but it was her own store). By not clearly communicating to these potential customers and attempting to generate what is considered unethical WOM, Yoriko engaged in:
a. guerrilla marketing
b. sales promotion
c. stealth marketing
d. direct marketing
e. personal selling
Advanced Financial Accounting
ISBN: 978-0137030385
6th edition
Authors: Thomas Beechy, Umashanker Trivedi, Kenneth MacAulay