In customer-engagement marketing, why is there a shift of "marketing by intrusion" to "marketing by attraction".
Greater consumer power means that companies can no longer rely on marketing by intrusion. They must practice instead marketing by attraction. Hence, most marketers now combine their mass media marketing efforts with a rich mix of online, mobile, and social media marketing that promotes brand-consumer engagement, brand conversations, and brand advocacy among customers
-Marketing by Attraction: creating market offerings and messages that engage consumers rather than interrupt them
-Customer-Engagement Marketing: making the brand a meaningful part of consumers' conversations and lives by fostering direct and continuous customer involvement in shaping brand conversations, experiences, and community
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Principles of Marketing
- Which of the following is a primary function of first-line managers:
- One of the reasons why it is important for employees to continue their education throughout their careers is to be prepared for
- Is it acceptable business practice to prepare a job resume without listing any references?
- Offering to provide additional information after a job interview is often the function of a(n)
- Before Clark's interview, he developed a list of questions to ask his potential employer. He wanted to know: Why is this job open? What are the benefits? What additional training will be required? Who will supervise my work? Which of the questions should Clark avoid asking?
- Which of the following is an appropriate response to the question on an employment application that asks the reason for leaving a previous job?
- Even when times are tough for Caitlin's business venture, she tends to remain positive- she looks at the glass as half full rather than half empty. What characteristic of entrepreneurship is Caitlin exhibiting?
- Which of the following is a source of career information that is available in most schools:
- In many types of businesses, joining a labor union is considered one of a worker's
- Which of the following is a true statement about developing self-understanding:
- If you have a problem and decide to "sleep on it," you're using the _____ method of problem solving.
- Which of the following is a benefit of putting your goals in writing
- One of the ways that being organized helps you to maintain good relations with coworkers is by
- Some businesses increase their productivity by using assembly lines, standardized parts, and division of labor. This helps achieve
- Jim works for a small department store. Each of the departments within the store is responsible for ordering its own merchandise. This is an example of
- How can an individual employee help protect company information on a daily basis?
- When Josh arrived at work this morning, he saw that the company safe was open, the office was in disarray, and his laptop computer was missing. Josh should immediately report the situation to the local
- A good way to prevent accidents in the workplace is to
- Carl wanted to show his coworkers how strong he is by trying to carry several cases while unloading a truck in the receiving area. He stumbled and dropped two of the cases, ruining the contents and hurting his back. What type of safety hazard should his evaluation reflect?
- An important reason why employees should follow instructions when using heavy machinery is to
- The primary reason that government develop workplace health and safety regulations is to
- An advantage to a business that uses collaborative computer software is that its employees can share information quickly, which increases their
- In which of the following situations would a business use a spreadsheet software program to estimate the effect of change on its financial situation:
- With the use of a presentation software program, Martin selects a standardized group of slides and enters the appropriate text and graphics in each slide. What is he using to design his presentation?
- Which of the following is the address of a website that a business might obtain by conducting a search on the web: