hey fam'Kindly receive my apologies for the inconveniences suffered. Here is the solution for the questions, please note I have attached the solution to Question 2 in separate file.
Different organizations employ marketing strategies that they feel are best to yield the
desired marketing objectives for them with respect to activities conducted by other organizations
in their industries. All of the different marketing models employed by modern companies they
can be broadly categorized under proactive and reactive marketing. Proactive marketing requires
that organizational marketing personnel employ recent marketing information to tailor existing
and new products according to the prevailing customers’ needs (Pilling, 2011). On the other
hand, reactive marketing takes place when companies enforce sudden changes in their marketing
or production techniques based on sudden competitive threats posed by their business rivals or
opportunities that suddenly appear in their markets. To better the understanding of these
strategies and develop a comparison of their effectiveness, it is crucial to describe companies that
use the different approaches.
AT&T Proactive Marketing
AT&T has been a global leader in the entertainment industry, and most of its success have
emanated from its use of proactive marketing strategies. Since its incorporation, the company has
relied on real time market information to design its products, thereby ensuring they fit the needs
and wants of its consumers at any one time. Its use of proactive marketing has also enhanced its
relationships with customers (Pilling, 2011). For example, in recent years, the company faced
complaints from customers who received shockingly but legitimate bills. Responding to this
issue, the company adopted a smart video technology from a company called SundaySky, which
allows new and returning clients access to different elements of charges, eliminating the
problems of shocking bills issue that was affecting its sales. Notably, the use of proactive
marketing to deal ...
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