What Is the First Step in Wang and Schultz's Seven-Step

question 20

Multiple Choice

What is the first step in Wang and Schultz's seven-step IMC planning model?

• A) Identifying what brand contacts and what changes in attitude are required to support the consumer's continuance or change of purchase behavior
• B) Setting marketing objectives based on analysis of customer information
• C) Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product
• D) Segmenting customers and prospects in the database by a measurable purchase behavior
• E) Determining what communications tactics to use to make contact and influence the consumer's behavior

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Definitions:

Risk Taking

The act of undertaking actions that involve uncertainty or potential loss, with the expectation of achieving gain or growth.

Compensation

The total amount of the financial and non-financial pay offered to an employee by an employer in return for work performed as required.

Commission

A form of payment to a salesperson, broker, or agent, typically a percentage of the sales their efforts have generated.

Organizational Culture

Organizational Culture encompasses the values, beliefs, behaviors, and practices that characterize the social and psychological environment of an organization.