To Build Better Relations with Customers and to Achieve Business

question 41

Multiple Choice

To build better relations with customers and to achieve business objectives, an organization must embrace all communications channels and devise a(n)

• A) external marketing plan
• B) integrated communications strategy
• C) media plan
• D) business-to-business plan
• E) event campaign

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Definitions:

Emotional Preference

A term indicating an individual's tendency to favor decisions or reactions based on emotions rather than rational analysis.

Robert Zajonc

A psychologist known for his work on the mere-exposure effect and social facilitation, focusing on the interplay between feeling and thinking.

Emotion Precedes Cognition

The theory or observation that emotional responses can occur independently and prior to cognitive processing of a stimulus or situation.

Spillover Effect

refers to the phenomenon where an occurrence in one domain of life affects another, for example, stress from work impacting family life.