Final answer:
The claim about Kikkoman's historical brand presence and marketing strategy in the U.S. is true. They used product sampling and shopper marketing to build recognition and are still using these techniques today. These strategies align with the practices of sustaining brand integrity and reputation noted in historical business practices.
Step-by-step explanation:
The statement that Kikkoman brand soy sauce was unknown in the United States fifty years ago, and that the company used sampling and continues to make extensive use of shopper marketing as a communication tool, can be considered true. Over the past, companies like Coca-Cola and Crisco have faced challenges in maintaining their brand integrity against the practices of the salesmen trying to maximize profits. This led to the importance of consistent product quality and branding, as well as innovative marketing strategies to build national reputations.
In the realm of shopper marketing, companies take a synergistic approach, often combining multiple platforms such as billboards, commercials, and in-store promotions to create a consistent message. A similar multi-faceted marketing approach was likely used by Kikkoman to introduce their soy sauce to the American market, leveraging sampling to allow consumers to experience their product first-hand and shopper marketing to maintain visibility and build brand recognition.