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Communication Differences
Having identified need to communicate with several different audiences, it seems appropriate to conclude this opening module by examining differences between communications used by and targeted at two very different and specific audiences. These are organisations (generally referred to as business-to-business) and those aimed at consumer markets. Some writers (Brougaletta, 1985; Gilliland and Johnston, 1997) have documented a range of differences between consumer and business-to-business markets.
Explain, with examples, the idea of a variable pricing policy. Variable pricing includes adjusting prices to increase demand in off-peak periods in the hope of stimulating dema
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