When an American fast-food chain entered the Chinese market in the 1990s,childhood obesity was threatening to become a major problem in the urban areas.As part of its responsibility for managing its relationships with its customers,the fast-food chain teamed with the Chinese education system and developed a program on nutrition for elementary school students featuring its mascot,Willy the clown.This helped in creating awareness and credibility for the firm at a relatively low cost and is an example of _____.

Question

Quizplus · Accepted Answer

Public relations (PR) is an umbrella process-much like marketing-responsible for managing the firm's relationships with its various publics. These publics may include customers but are not limited to them. Public relations is also concerned with employees, stockholders, vendors and suppliers, government regulators, interest groups, and the press. So PR is much larger than just a tool of marketing communications. However, as part of their marketing mix, marketers use a number of public relations activities because they are so good at creating awareness and credibility for the firm at relatively low cost.

When an American Fast-Food Chain Entered the Chinese Market in the 1990s,childhood