Marketing Communications Decision-Making Process
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Questions and Answers

What are the fundamental MARCOM decisions?

  • Mixing elements, creating messages, selecting media, establishing momentum
  • Identifying potential target markets, demographics, lifestyles, product usage patterns, geographic considerations
  • Consumer processing model, hedonic experiential model
  • Targeting, positioning, objective setting, budgeting (correct)

    • What is the purpose of targeting in marketing communications?

  • Focus solely on B2B companies
  • Deliver messages more precisely to the intended audience (correct)
  • Appeal to different demographics simultaneously
  • Cover a wide range of people to maximize reach

    • How do companies identify potential target markets?

  • Through the consumer processing model (CPM) and hedonic, experiential model (HEM)
  • In terms of demographics, lifestyles, product usage patterns, and geographic considerations (correct)
  • By focusing on B2C companies only
  • By selecting media and establishing momentum

    • What characterizes how consumers process information according to the text?

    <p>The consumer processing model (CPM) and the hedonic, experiential model (HEM)</p> Signup and view all the answers

    What is a critical step toward effective and efficient marketing communications for both B2B and B2C companies?

    <p>Selection of target segments</p> Signup and view all the answers

    What are the five fundamental brand-level MARCOM decisions?

    <p>Targeting, Positioning, Setting Objectives, Budgeting, Mixing elements</p> Signup and view all the answers

    What is the purpose of targeting in marketing communications?

    <p>To deliver messages more precisely and prevent wasted coverage to people falling outside the intended audience</p> Signup and view all the answers

    How do companies identify potential target markets?

    <p>Companies identify potential target markets in terms of demographics, lifestyles, product usage patterns, and geographic considerations</p> Signup and view all the answers

    What are the two perspectives that characterize how consumers process information according to the text?

    <p>The consumer processing model (CPM) and the hedonic, experiential model (HEM)</p> Signup and view all the answers

    What are the MARCOM Implementation Decisions mentioned in the text?

    <p>Mixing elements, Creating messages, Selecting media, Establishing momentum</p> Signup and view all the answers

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