1.

Why would a firm develop an advantage in switching from Promotion to Communication in the marketing mix?

The Communications approach means fewer messages delivered more frequently.

The Communication approach enhances effectiveness of the message instead of efficiency of delivery and execution.

The Communications approach favors social media and online messaging instead of using traditional promotion vehicles.

The Communications approach gives the marketer more control over the message content and delivery.

2.

Where would you expect to see product innovation ideas in the process development process?

Commercialization

Product concepts

Conceptualization

Planning