Author Question: Sears, the large retail chain, was accused in the 1990s of charging customers in California for ... (Read 69 times)

geoffrey · **on:** Jun 28, 2018

Sears, the large retail chain, was accused in the 1990s of charging customers in California for automobile repair work that allegedly was never performed. The CEO of Sears immediately hit the airways to apologize and announce that nothing like this would happen in the future. The CEO's action represents _____.
a. proactive marketing public relations
b. reactive marketing public relations
c. rumor control
d. an executive-statement release
e. sponsorship

Question 2

The generic creative style is most appropriate for a company that _____.
a. has a lower price than their major competitor
b. has a higher price than their major competitor
c. dominates a product category
d. has a major competitive advantage over their major competitors
e. sells a high percentage of their products to foreign markets