Each of the following statements regarding online promotional communications is true except that ______.
A) marketing managers need not focus on online information they don't create
B) online complaints can serve the purpose of highlighting unmet customer needs
C) marketing managers need to know where customers are likely to search for information and monitor what is being said there
D) customers often make purchases based on information that was not influenced by the product's marketing manager
E) customers who search online often find messages outside the marketer's control

Question

Quizplus · Accepted Answer

Con?sumers can collect information from a wide range of sources before making pur?chase decisions. Although many of those are outside the control of a marketing manager, that doesn't mean those sources should be ignored. Marketing managers can still make sure that they have plenty of product pictures-and that they are easy to post on Pinterest and Instagram. They can also monitor what is being said about the brand online. Whereas online compliments let the firm know what it is doing well, complaints can highlight un?met customer needs-and give managers a chance to turn things around.

Each of the Following Statements Regarding Online Promotional Communications Is