Author Question: A clothing company that targets preteens and young teens has to respond quickly when its celebrity ... (Read 92 times)

Mr.Thesaxman · **on:** Jun 29, 2018

A clothing company that targets preteens and young teens has to respond quickly when its celebrity spokesperson, a 19-year-old pop singer, is arrested for drunk driving and cocaine possession. Some time later, its new public relations specialist reviews this situation and how it was handled. She can understand the need for the company's ____ approach at the time, but now she suggests shifting to a ____ strategy by launching a more positive initiative.
a. aggressive; low-key
b. reactive; proactive
c. formal; informal
d. consumer-based; market-based

Question 2

What effects are technological forces having on international marketing? What opportunities exist in the global marketplace that marketers can exploit with regard to technology?

jessicaduplan · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

B

Answer to Question 2

Advances in technology have made international marketing much easier. Interactive Web systems, instant messaging, and podcast downloads, along with the traditional vehicles of voice mail, e-mail, and cell phones, make international marketing activities more affordable and convenient. Internet use and social networking activities have accelerated dramatically within the United States and abroad. In many developing countries that lack the level of technological infrastructure found in the United States and Japan, marketers are beginning to capitalize on opportunities to leapfrog existing technology. For example, cellular and wireless phone technology is reaching many countries at a more affordable rate than traditional hard-wired telephone systems. Consequently, opportunities for growth in the cell phone market remain strong in Southeast Asia, Africa, and the Middle East. One opportunity created by the rapid growth in mobile devices in Kenya is mobile payment services. London-based Vodafone has taken advantage of this market opportunity with its M-PESA money transfer service, the most popular money transfer service in Kenya. Because banks tend to avoid catering to lower income populations, such services are likely to grow.