Week 2 Sales, Advertising And Promotions
From the textbook Chapter 3
1.What are the five steps of the consumer buying decision-making process? Which two steps are the most important with regard to developing quality integrated marketing communications?
2.Define attitude. What are the three main components of attitude, and how are they related to purchasing decisions?
3.What trends in the consumer buying environment affect consumer purchasing decisions?
From the textbook Chapter 4
1.What three forms of market research are used to develop marketing communications?
2.Define market segment and market segmentation.
3.How can firms take advantage of target markets by gender?
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