Unit 2

Write a 1-2 page Memo answering the following questions:

• 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?
• Identify seven new trends in consumer behavior, and discuss how each of the trends influences consumer behavior, as well as the development and execution of marketing communication strategies.
• What is an evoked set? Why are evoked sets, inept sets, and inert sets important to the marketing department?