According to Wang and Schultz's IMC Planning Model,which Step Immediately

question 50

Multiple Choice

According to Wang and Schultz's IMC planning model,which step immediately follows the segmentation of customers and prospects in the database based on a measurable purchase behavior?

• 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) Deciding what elements of the marketing mix (product, price, distribution) will further encourage the desired behavior
• E) Determining what communications tactics to use to make contact and influence the consumer's behavior

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