The chapter discusses how many marketers are struggling with their multicultural marketing efforts and suggest that one reason may be the lack of diversity in advertising agencies. What are some of the reasons for the low number of minorities, such as African-Americans, working in advertising? How can the industry address this problem?
Answer to relevant QuestionsDiscuss the role of integrated marketing communications in the marketing program of a product such as Gatorade. How can Gatorade use the various IMC tools to achieve its objectives of expanding into the sports nutrition ...What is meant by a customer contact or touch point? Choose a specific company or brand and discuss how it is using the four categories of contact points discussed in the chapter.Discuss the strategy of market segmentation, and some of the reasons marketers are employing such techniques. Are there any ethical issues involved in the strategy?What are shock ads? Do you think they are designed to create sales, or to bring attention to specific issues? Do they work?CRM is not new to marketers. However, the text shows that the definitions as well as the requirements of CRM have changed over the years. Explain the differences in the way companies employ CRM now versus previous years.
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