A recent graduate of business school has a different philosophical approach than his marketing manager,who believes in keeping customers at arm's length and using mass media advertising.He knows that today few successful firms still practice this type of true ________,and are instead turning to selective relationship management.
A)club marketing
B)frequency marketing
C)mass marketing
D)customer satisfaction
E)marketing segmenting

Question

Quizplus · Accepted Answer

The phrase "mass media advertising" indicates that the marketing manager believes in mass marketing, which involves targeting a large and diverse audience through generic advertising messages. The recent graduate, however, believes in "selective relationship management," which suggests a more personalized approach to reaching and retaining customers. Therefore, the best choice is C - mass marketing - as it contrasts with the graduate's philosophy.

A Recent Graduate of Business School Has a Different Philosophical