Limitations of the budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. if all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.

Hundreds of a bank's customers have called the customer service call center to complain that they are receiving text messages on their phone telling them to access a website and enter personal information to resolve an issue with their account. what action should the bank take?