One of the Message Structure Issues That a Marketer Must

question 24

Multiple Choice

One of the message structure issues that a marketer must handle is whether to ________.

• A) present the strongest arguments first or last
• B) make a moral appeal or not
• C) use the pull strategy or push strategy
• D) diversify vertically or horizontally
• E) use mass marketing or niche marketing

Identify the role of information technology in turning marketing information into actions.

Recognize various experimental designs and their components in marketing.

Comprehend the function of data warehouses in managing marketing information.

Grasp the concept of data mining and its significance in discovering patterns in large data sets.

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Definitions:

Distributive Justice

A concept in social psychology and ethics that concerns the fair allocation of resources among members of a community, focusing on outcomes that are perceived as equitable and just.

Ethical

Pertaining to or dealing with morals or the principles of morality; concerning right and wrong behavior.

Interpersonal Power

The ability of an individual to influence the behavior or attitudes of another individual in a social interaction.

French and Raven

Two social psychologists who are best known for developing the theory of the five bases of social power, which include reward, coercive, legitimate, referent, and expert power.