D) CRM is the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offering so that buyers will choose them in the market place. E) Integrated marketing communication involves designing marketing communication to coordinate all promotional activities and provide a consistent image across all audiences. It is important to have good coordination between the advertising, sales promotion, and public relations departments in order to ensure a coordinated and consistent message reaches the audience.
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9.An unhappy customer published an opinion-editorial (op-ed) piece in the newspaper, describing the rude service he had received at Ruby's Restaurant. As a result, the restaurant has not been as busy as usual, and profits have been declining. Which element of its promotional mix must Ruby's Restaurant improve if it wants the paper to publish a favorable article about the restaurant?
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Lecture page 71
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