How Are Marketers Responding to the Fragmentation of the Consumer

question 27

Multiple Choice

How are marketers responding to the fragmentation of the consumer market?

• A)They are using more media monitoring services to make event sponsorship more successful.
• B)They are using more traditional mass-media based advertising.
• C)They are using more sales promotions that are tied to local events.
• D)They are employing clipping services to determine the effectiveness of their press releases.
• E)They are ignoring the fragmentation of the consumer market and are continuing to do business as usual.

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Definitions:

Sustained Competitive Advantage

The ability of a company to maintain its competitive advantage over its competitors over a long period, thereby securing its market position and profitability.

Competitive Advantage

The attributes that allow an organization to outperform its competitors, including innovation, brand, cost structure, distribution network, customer service, and product quality.

Top Executives

Individuals who hold the highest-level management positions within an organization, responsible for developing and implementing policies and strategic goals.

Hierarchical Approach

An organizational strategy where decision-making and power are concentrated at higher levels of management, promoting a clear chain of command.