Why is credibility important for marketers? Identify and briefly explain the three attributes audiences perceive as lending credibility to the sender of a message
What will be an ideal response?
Marketers must establish credibility that reaches from the source of a story to the ultimate consumers of that story. Connectors and their audiences attribute credibility to one of three perceived attributes of the sender of a message: competence, character, and dynamism. Competence refers thesender's diligence in compiling a story, accuracy and ability to communicate an idea; character is the receiver's perception of the sender's honesty and integrity; and dynamism refers to the sender's level of enthusiasm about communicating a specific subject.
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Which process is used to manage money owed by customers for goods and services purchased from the company?
a. General ledger accounting b. Accounts receivable accounting c. Fixed asset accounting d. Bank ledger accounting e. All of the above
The competing concepts under which organizations have conducted marketing activities include: the production concept, product concept, selling concept, marketing concept, and holistic marketing concept
Evaluate the advantages and disadvantages of each concept. Which concept do you believe is the most effective? Why?