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Marketing Communications and Scope

Market scope refers to how broadly an organization views its target market. At one extreme some businesses try to appeal to most consumers in the market. At the other extreme a company may only focus on a small portion of the market. What are some advantages and disadvantages of both strategies? What would be considered to be the best approach when determining an organization's market scope?

Can you provide me with an example organization and the company's channel of distribution. Is it a single or multiple channel strategy? Provide rationale for the strategy. How was buyer preferences used to determine the channel strategy?

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Solution Summary

The solution addresses the three major objectives of marketing communications are to inform, persuade and remind and provides an example of a specific organization's marketing communication strategy achieve these objectives. As a guide it discusses Starbucks and the centrics that surround the business in its operations, marketing and its worldwide expansion efforts. This solution is 850 words.