After creating awareness that the firm's products or services exist, the next goal of integrated marketing communications is to generate consumer action. increase the level of interest among consumers. determine the level of desire needed to sustain action. gain the attention of the consumer. create intentions to purchase the product.

Nestlé, a global food company headquartered in switzerland, provides its customers in each country with highly differentiated and customized products that fit the tastes and preferences of the local population. nestlé invests considerable resources in developing and maintaining a strong brand name that complements its high-quality product offerings across the globe. which of the following best fits nestlé's global strategy? 1. international strategy2. multi-domestic strategy3. global standardization strategy4. transnational strategy

Onsider the following subscription behavior information from genie, a web site that provides tools for constructing a family tree (ancestor search). subscriptions cost $9.99 per month, but you are charged for the entire year at the time of purchase. there is a one-year minimum term when you sign up for the service. once purchased, subscriptions are set to renew automatically unless the subscriber cancels them. when a membership renews, it renews for a one-year term and again you are charged for the entire year. there are no variable costs associated with providing this service to an individual customer, but genie does engage in customer relationship activities that they believe will increase customer retention. these customer relationship activities cost genie about $10 per year per customer. based on a sample of 1000 customers that joined genie five years ago, near the time when the company was founded, they were able to determine how many of those customers remained subscribers in the second year, third year etc. based on this information, genie calculated the average annual retention rate to be 20%. genie uses an annual discount rate of 8%. a. last year, genie spent $10,000 placing advertisements on google. genie management believes that these advertisements were responsible for about 300 new subscribers. would you recommend to genie management that they purchase more google ads? b. suppose a newly-introduced loyalty program increases the number of customers that remained to 30%. does this new data change your answer to 9.a? c. do you have any hesitations or concerns about making recommendations to management based on your above estimate of customer lifetime value?

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