Rick, a Marketing Manager for Fix-It Tools, Is Discouraged with the Way

question 13

Multiple Choice

Rick, a marketing manager for Fix-It Tools, is discouraged with the way his organization markets its products. Currently Fix-It-Tools utilizes a strategy aimed toward the largest possible number of people. The company also relies heavily on television and online advertising. Rick protests to management that the company is not listening to its customers and is in danger of losing many of them to firms that create a personal dialogue with their buyers. What does Fix-It currently practice?

• A) a constant change strategy
• B) relationship marketing
• C) mass marketing
• D) market segmentation

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