Question

At Cintab, the international Web retailer that began with selling shoes and now has expanded its selections to include clothing and accessories, the customer is at the center of everything. Employees are trained to "deliver WOW through service." The company has dedicated itself to delighting its customers and keeping them coming back for more. These delighted customers also spread plenty of positive buzz about the company to their friends, who often become Cintab customers themselves. Cintab has relied almost exclusively on repeat customers and word of mouth instead of paid advertising. As the company grows, however, management is considering investing a larger share of its resources in a mass-marketing campaign in magazines and newspapers. Which of the following questions is NOT relevant to Cintab's decision to move toward a mass marketing campaign?

a) How will mass marketing impact brand perception and loyalty?
b) Will mass marketing align with the company's current customer-centric approach?
c) What are the costs associated with a mass-marketing campaign?
d) How can social media be integrated into the mass marketing strategy?

Answer 1

The question related to integrating social media is not relevant to Cintab's decision about investing in a mass marketing campaign, which typically involves traditional media channels rather than social platforms.

Step-by-step explanation:

The question pertains to whether the international web retailer Cintab should invest in a mass marketing campaign. Among the options provided, the only one that is NOT relevant to Cintab's decision regarding a mass marketing campaign is "How can social media be integrated into the mass marketing strategy?" This question is not relevant because mass marketing campaigns traditionally focus on channels such as magazines and newspapers, not social media. On the other hand, questions about the impact of mass marketing on brand perception and loyalty, alignment with the company's customer-centric approach, and the costs associated with mass marketing are directly relevant and critical to the decision-making process.