1.
Why would a firm develop an advantage in switching from Promotion to Communication in the marketing mix?
a.
The Communications approach gives the marketer more control over the message content and delivery.
b.
The Communications approach favors social media and online messaging instead of using traditional promotion vehicles.
c.
The Communication approach enhances effectiveness of the message instead of efficiency of delivery and execution.
d.
The Communications approach means fewer messages delivered more frequently
2.
All of the following relate to managing exchanges with customers EXCEPT:
a.
development of a significant social media presence.
b.
communicating with customers.
c.
creating offerings.
d.
delivering offerings to customers.
3.
What is the general rule for how many segments to focus on at a time?
a.
Companies should focus on the most attractive segment.
b.
Companies should focus on the three most attractive segments.
c.
Companies should focus on all segments for which the required
d.
Companies should eliminate half of the segments by focusing on the most attractive 50%.
Trending now
This is a popular solution!
Step by step
Solved in 4 steps
