Bob Lauterborn Called for Marketers to Recognize the Changing Nature

question 20

Multiple Choice

Bob Lauterborn called for marketers to recognize the changing nature of communication between organizations and their customers. He advises organizations using integrated communications to use an approach that starts with __________.

• A) Products rather than price
• B) People rather than products
• C) Promotion rather than people
• D) Price rather than promotion

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Definitions:

Behavioral

Relating to the actions or reactions of a person or animal in response to external or internal stimuli.

Cognitive

Relating to mental processes such as awareness, perception, reasoning, and judgment.

Secondary Gains

Benefits indirectly obtained from being sick, such as attention from others or avoidance of responsibilities.

Antecedent

An event, condition, or phenomenon that occurs before and potentially causes or influences an outcome.