Compare and contrast the level of control a marketer can exert over word of mouth, sales promotion, public relations, and advertising
What will be an ideal response?
A marketer has the highest degree of control over advertising, with complete control over creation and placement of the advertising message. A marketer has similar control over the message in a sales promotion, such as a coupon, but whether or when the coupon is used is largely up to the individual consumer. Public relations offers even less control, as a reporter or blogger creates the public message based on information from the company and other sources. The marketer has the least amount of control over word of mouth, as consumers can change, distort, or exaggerate the original message as they communicate with each other about a brand.
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Performance of a contract may be excused if a party can prove which of the following?
a. a better deal elsewhere b. novation c. impracticability of performance d. lack of negotiating skill
Which of the following statements is true regarding a centralized organization?
A) A centralized organization is more flexible than a decentralized organization. B) In a centralized organization, decision making is pushed down to the managers closest to the action. C) A centralized organization is more responsive than a decentralized organization. D) In a centralized organization, top managers are rarely involved in decision making. E) In a centralized organization, decision making is concentrated at a single point in the organization.