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Scenario 13-4 Munters Moisture Control Services Is an Organization That Responds to Responds

question 34

Multiple Choice

Scenario 13-4
Munters Moisture Control Services is an organization that responds to businesses and institutional customers that have had their facilities damaged by moisture from floods or water leaks. In most cases, the moisture problem is completely unexpected by the customer and thus they need to contact Munters and hire them on very short notice. In addition, the cost of clean up and repair of water damage is typically much higher than customers ever expect, unless they have had previous experience with such calamities.
As a result, some customers and even communities view Munters with some disdain. Often, they feel as if this firm is preying on the misfortune of others. Nevertheless, the largest bank in town was very satisfied with the job Munters did for them after a recent flood from the nearby river. Clearly, Munters must be very careful to see that public relations and corporate advertising are handled appropriately.
-(Scenario 13-4) Over the years, Munters has learned that advertising of disaster services is not effective because most people will think they will never be affected by floods. As a result, Munters hopes to change the focus of communication to positive information about how the firm helped fix a terrible situation. Their new marketing graduate suggests that they enlist the testimony of the president of the bank who thought they were invaluable after the last flood. This executive will tout the benefits of what Munters does for the community during emergencies. Munters is doing what?

Definitions:

Point-Of-Purchase Displays

In-store advertising or marketing materials positioned at retail checkout areas or other point-of-sale locations to encourage impulse purchases or inform customers about products.

End-Aisle Displays

Promotional displays located at the end of store aisles, used to catch shoppers' attention and promote products, often accompanied by special offers.

Extended Service Warranties

Additional coverage that consumers can purchase to extend the warranty period of a product, providing longer protection against defects or failures.

Selective Retention

The psychological process by which individuals remember information that is consistent with their beliefs and forget information that is inconsistent.