In what way has the social communication model enabled a new approach to business communication?
What will be an ideal response?
Answer: The social communication model is interactive, conversational, and usually open to all who wish to participate. Audience members are no longer passive recipients of messages but active participants in a conversation. Social media have given customers and other stakeholders a voice they did not have in the past, and businesses are listening to that voice. In fact, one of the most common uses of social media among U.S. businesses is monitoring online discussions about a company and its brands.
Instead of transmitting a fixed message, a sender in a social media environment initiates a conversation by sharing valuable information. This information is often revised and reshaped by the web of participants as they share it and comment on it. People can add to it or take pieces from it, depending on their needs and interests.
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New Wave Music Company has decided to switch to an industry specialization structure. Which of the following advantages is the company now LEAST likely to enjoy?
A) The company can become more customer-focused. B) The company can build closer relationships with important customers. C) The company can better serve different industries. D) The company can better serve its major customers. E) The company can expect salespeople to develop in-depth knowledge of complex product lines.
Which of the following is characteristic of B2C transactions as opposed to B2B transactions?
A) Sales cycles are shorter, usually under a month. B) Businesses sell to only a few large buyers. C) Customer orders tend to be much larger. D) There is a close buyer-seller relationship.