18 Questions
What is the key focus of the consumer decision process mentioned in the text?
Factors influencing the consumer decision process
What is emphasized as an important aspect to consider during the information search stage of the consumer decision process?
Understanding the sources consumers use for information
How can marketing managers influence consumer decision-making during the evaluation of alternatives stage?
Stress the importance of unique features to differentiate from competitors
What is the main purpose of Mark Strat in the advertising process?
Refining the target audience
Which heuristic is mentioned as a strategy consumers use to evaluate alternatives in the decision-making process?
Price-based decisions
In the advertising industry, which group is responsible for creating and developing IMC campaigns?
Ad Agencies
What should marketing managers stress to target markets during the purchase phase?
Providing the best value for the customer
What can influence consumer decisions during the evaluation of alternatives stage?
Situational factors
Which group assists in preparing IMC campaigns according to the text?
Suppliers
What is the role of Media in the advertising process?
Media planning and buying
Which group is responsible for Creative Development when it comes to advertising?
Advertisers (clients/ small businesses)
What does Advertisers do in relation to Agency according to the text?
Briefs agency on assignments
What is the first step in the STP (Segmenting-Targeting-Positioning) process?
Identify market segments
Which type of targeting strategy involves providing separate offerings to different segments of the audience?
Differentiated marketing
What does Undifferentiated marketing (or mass marketing) aim to achieve?
Appeal to homogenous groups
In the STP process, which segmentation involves understanding why people think the way they do?
Psychographic segmentation
Which targeting strategy focuses on only one or a few very specific segments of the target market?
Concentrated marketing
What does Micro Marketing (B2B) refer to?
Narrow, customized marketing
Learn about the STP (Segmenting-Targeting-Positioning) process which involves identifying market segments based on demographics, understanding personal, impersonal, and opinion leaders, and considering cultural influences.
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