A bylined article strategy as part of an overall marketing plan has been used by Merkle to ________
A) develop relationships with stockholders
B) position its executives as thought leaders
C) build interest in industry trade shows
D) counter negative claims made by competitors
E) pitch its products to media outlets
B
You might also like to view...
Based on what you understand about the consumer buying process, why is it a good idea for Toyota to feature fuel economy in the advertisements for its hybrid Prius automobile.
a. Because the Prius is more expensive than comparable cars that are not hybrids so it would not appear to be as favorable if a customer chose price as the evaluation criterion. b. All of these are reasons why it is a good idea for Toyota to feature fuel economy in advertisements for its hybrid Prius automobile. c. Because one of the advantages of owning a hybrid car is that you use less gasoline. d. Because the company naturally wants customers focus on attributes where their product has an advantage over competitive products. e. Because it encourages consumers to use fuel economy as an evaluation criterion. The Prius compares very favorably to other cars on the basis of fuel economy.
Which of the following is most likely true about a straight rebuy?
A) Suppliers are not required to focus on quality of products or services delivered. B) A straight rebuy is far more complex than a new-task situation. C) A straight rebuy is handled on a routine basis by the purchase department. D) A straight rebuy occurs only when a buyer wants to pinpoint and procure the best deal in the market. E) A straight rebuy involves more opportunities for "out" buyers than do other types of purchasing situations.