CLEP Principles of Marketing Exam Prep

Answer: B - Marketing applications in e-commerce have been most affected by a paradigm shift from “selling the brand” to “managing the consumer.” Selling the brand is the earliest model in marketing communications and strategy, which emphasized the mass production of distinct brands and selling them. The new paradigm of managing the consumer reflects a greater understanding and knowledge of consumer behavior. Marketing applications in e-commerce focus on the consumer’s individualized needs, preferences, interests, and demands. Once these are identified, online marketing efforts move to fulfill them.