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Marketing 2018
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Chapter 1 / Exercise 6
Marketing 2018
Ferrell/Pride
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1.What are two characteristics and at least one point of difference between traditional and convergent approaches to marketing communication?2.Traditional: departments operate independently; each sector has their own policies and procedure. It is like different companies inside a big one. They work with different timeline, policies, and procedure; it reduces the effectiveness of decision-making and is an obstacle to innovation.Convergent: separate parts of the business collaborate, universal policies and procedures. Everyone work together to achieve the companies’ outcome and not just the department`s goals. With the technology development and a new way to think about business, the convergent industry started to be a more efficient way to handle with business as the communication between departments is more efficient, and the processes advance more quickly.3.How do customers take a central and empowered role within convergent marketing?4.The reason of the success of a company is their clients` satisfaction, and when companies have realized that they are more than numbers they started to play attention in their customers` fears, frustrations, needs and wants. At the convergent marketing, customers set the organization in a firm direction; they are behind decision marketing and organisational objectives. Nowadays, businessperson need to pay attention in client requirement; the companies have to have a fuller understanding of their audience in order to increase its numbersof clients and client feedback.
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The document you are viewing contains questions related to this textbook.
Marketing 2018
The document you are viewing contains questions related to this textbook.
Chapter 1 / Exercise 6
Marketing 2018
Ferrell/Pride
Expert Verified

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