Companies can passively accept the marketing environment as an uncontrollable el

Question

Companies can passively accept the marketing environment as an uncontrollable element to which they must adapt, avoiding threats and taking advantage of opportunities as they arise. Or they can take a proactive stance, working to change the environment rather than simply reacting to it. Whenever possible, companies should try to be proactive rather than reactive. Provide and discuss an example of a brand that was proactive rather than reactive to ever-changing market environments. You will create a 1-2 page paper responding to the topic. In order to receive credit for the assignment, you must: explain the marketing mix in you response include at least 2 cited references per page

Explanation / Answer

Consider example of AT&T. It has adopted a proactive approach to reduce bill shock to their new and erturning custimers.

When customers recive their first bill from AT&T and they get confused about various elements of the bill they get confused which has been referred as bill shock y AT&T. This let them make inbound calls resulting in significant number of inbound calls. In oreder to elimminate this hardship of customer to contact the company and understand the elemenst, the company itself at advance send a link to a video which explains different elements of their specific charges to its new customers. It has reduced a number of inbound calss related to bill shock.

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