Administrators at a university noted that they were 200 students short of their enrollment projection as the start of the school year approached. The president of the university, fearing a revenue shortage, told the director of admissions, "You need to use whatever means necessary to get enough students to meet the projection before classes start. Run ads in the newspaper, call high school guidance counselors, recruit from our pool of rejected applicants-whatever it takes." The university president is operating as though he was in the:

Question

Quizplus · Accepted Answer

The university president's focus on using various means to persuade prospective students to enroll aligns with the sales era of marketing, which emphasizes rigorous promotion and personal selling efforts to drive revenue growth. The other eras of marketing have different priorities, such as product quality (production era), supply-and-demand dynamics (simple trade era), and customer satisfaction and market research (marketing department era and marketing company era).

Administrators at a University Noted That They Were 200 Students