Scenario 13-4
Munters Moisture Control Services is an organization that responds to businesses and institutional customers that have had their facilities damaged by moisture from floods or water leaks. In most cases, the moisture problem is completely unexpected by the customer and thus they need to contact Munters and hire them on very short notice. In addition, the cost of clean up and repair of water damage is typically much higher than customers ever expect, unless they have had previous experience with such calamities.
As a result, some customers and even communities view Munters with some disdain. Often, they feel as if this firm is preying on the misfortune of others. Nevertheless, the largest bank in town was very satisfied with the job Munters did for them after a recent flood from the nearby river. Clearly, Munters must be very careful to see that public relations and corporate advertising are handled appropriately.
-(Scenario 13-4) Munters now employs a recently graduated marketing major from the local business school. She studied the Munter's situation in a class on PR. Now she suggests that Munter's shift to a ____ strategy by launching a public relations initiative in advance of the next flood season.

Question

Quizplus · Accepted Answer

The suggestion to launch a public relations initiative in advance of the next flood season indicates a proactive strategy, as it involves taking action to prevent potential negative views of the company rather than simply reacting to them after they occur. This approach aligns with the need for Munters to be careful with public relations and corporate advertising. Aggressive and charitable strategies do not necessarily address the issue of preventing negative views, while a reactive strategy would be too late in addressing potential issues.

Scenario 13-4 Munters Moisture Control Services Is an Organization That Responds to Responds