An enhanced level of two-way multimedia communication between firms and consumers has been successful in
A) helping firms to scale down their public relations efforts.
B) allowing companies to operate with lower profit margins.
C) shifting businesses away from the production concept to the marketing concept.
D) facilitating the shift from marketing orientation to interaction orientation.
E) boosting advertising revenues for mass media organizations.

Question

Quizplus · Accepted Answer

The enhanced level of two-way multimedia communication between firms and consumers facilitates a shift from a marketing orientation, which focuses on meeting customer needs through product development and promotion, to an interaction orientation. This orientation emphasizes ongoing interaction and engagement with customers, leveraging digital platforms for direct communication, feedback, and personalized marketing efforts.

An Enhanced Level of Two-Way Multimedia Communication Between Firms and Consumers