Scenario 2-1 As One of the World's Largest Computer and Technology Developers

question 70

Multiple Choice

Scenario 2-1
As one of the world's largest computer and technology developers, Dell, Inc.has never been a stranger to advertising. However, due to a consistent decline in market share, the Texas-based company is looking to overhaul its advertising efforts for the first time in years. In the past, Dell found success promoting its products as some of the top "inexpensive" computer products on the market. However, the company's new ad campaign, which will be targeted towards more high-end users, will make no mention of product price. The company is looking to reinvent its image, and believes the first step in doing so is to revamp its outdated advertising campaign.
-(Scenario 2-1) Dell decides not to use a full-service advertising agency because it would like its own employees to take responsibility for the new ad campaign. Still, full-service agencies do provide a number of advantages-one of these advantages is

• A)full-service agencies are often expensive, and spending a lot of money on advertising impresses consumers.
• B)full-service agencies are very large, so there are lots of people to help design ad campaign.
• C)full-service agencies often have an array of talented professionals to meet all the needs of a client.
• D)full-service agencies are the only way to create an ad campaign that implements integrated brand promotion.

Explain the equity sensitivity continuum and the concepts of 'Benevolents' and 'Entitleds'.

Identify the main theories of motivation and their key components or outcomes.

Distinction between needs-based theories of motivation and their application in organizational settings.

Understanding the principles and importance of informed consent in the context of client relationships.

---

Definitions:

Marketing Concept

A business philosophy suggesting that company success is achieved by identifying and satisfying the needs and wants of customers.

Customer Oriented

An approach to business and product development that focuses on creating a positive experience for the customer and addressing their needs and feedback.

Managerial Appreciation

The recognition and value given by managers to their employees for their hard work and achievements.

Collaborative Filtering

A mechanism that filters large amounts of information about many consumers’ previous purchases that may be related in some way in order to predict consumer preferences.