The array of communication tools available to marketers including advertising, personal selling, publicity, sales promotions, and sponsorships are called:
A) the communication mix.
B) the communication strategy.
C) the impersonal sources.
D) face-to-face sources.
E) the noncommunication strategy.
Question 2
In terms of SWOT analysis, when does a strength become a capability of the firm?
A) when the strength can be tied to satisfying a customer need
B) when the strength cannot be copied by competitors
C) when the strength stands alone without any corresponding weaknesses
D) when the strength can be connected to a second strength
E) when the strength can be supported by sufficient resources
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Human Communication: The Basic Course, 14th Edition
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