Provide two examples of companies that used marketing to change the behavior of consumers toward their products
What will be an ideal response?
Xerox altered customers' attitude to their company through a viral marketing campaign whose objective was to get people to think of the firm as energetic and exciting. A humorous video campaign helped Xerox to break through its stoic image. Dell used an information-oriented approach in order to restore its reputation after it had to recall four million computer batteries. Using both online and traditional media outlets, Dell's media relations team was able to show just how Dell was protecting its customers.
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