Scenario 14-4
Optima Artistic Tools has manufactured art supplies in the Boston area for almost 100 years and is a strong competitor in the market, selling to art stores around the nation.Optima produces materials for all varieties of media-paints, pencils, charcoals, clays, brushes, papers, canvases-as well as equipment such as palettes, easels, drawing tables, etc.Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc.Optima has set a goal of 9 percent from Internet sales by the end of next year.
-(Scenario 14-4) Visualizers's researchers determine that many art supply stores and galleries have websites for local customers to learn more about creating art through various media.They suggest that Optima provide free tips and demonstrations related to producing art that would encourage potential buyers and current customers to check this out, try new techniques, and add their own suggestions.Generating this type of social interaction around Optima products will involve creating a(n)

Question

Quizplus · Accepted Answer

Creating a brand community would involve generating social interaction around Optima products, as suggested by Visualizers Inc. This would encourage potential buyers and current customers to share tips, techniques, and suggestions, ultimately leading to an increase in sales from Internet channels.

Scenario 14-4 Optima Artistic Tools Has Manufactured Art Supplies in the Boston