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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 108
Based on your answers to 1 and 2, develop a marketing strategy for United to "recover" from their service failure. Specifically, address the following:
a. What "message" should United be sending to the general public
b. What "media" outlets (traditional, online, or social) should they be using
c. Develop a video or ad concept that United could place on social media that could help offset consumer anger over their service failure.
d. Identify which of the three Forrester groups United should focus on with their recovery campaign and defend your answer.
a. What "message" should United be sending to the general public
b. What "media" outlets (traditional, online, or social) should they be using
c. Develop a video or ad concept that United could place on social media that could help offset consumer anger over their service failure.
d. Identify which of the three Forrester groups United should focus on with their recovery campaign and defend your answer.
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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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