Briefly describe the reasons why incorporating word-of-mouth into promotional efforts poses a unique challenge to a firm's marketing efforts. Why is word-of-mouth a powerful tool?
What will be an ideal response?
Employing word-of-mouth in a firm's overall marketing mix presents a challenge not shared by other promotional efforts in the mix. All other components of marketing, including media-centered public relations, possess explicit channels to the consumer. Existing market avenues and media channels are also a given in personal selling, sales promotion and advertising. However, no formal mechanism is in place for marketers to identify and reach out to NMCs, who generally do not have a stake in the market outcomes for the products they communicate about. It is precisely this level of informality that makes the use of NMCs so powerful. The absence of a stake endows NMC messages with a high level of credibility, too.
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