Author Question: Which of the following data is used for analysis and planning? a. consumer-behavior studies c. sales ... (Read 13 times)

tingc95 · **on:** Jun 29, 2018

Which of the following data is used for analysis and planning?
a. consumer-behavior studies c. sales data
b. psychographic profiles d. All of the above.

Question 2

If the wrong _____ is selected, then the wrong objectives are articulated and the wrong tactics are deduced.
a. goal c. motive
b. objective d. None of the above.

amcvicar · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

D
Managers commission consumer-behavior studies to establish demographic and psychographic profiles of consumers. Markets are segmented into groups and elaborate profiles are established. Sales data are analyzed and fancy regression models are developed. But the failure is in how much of this information is used.

Answer to Question 2

B
If the wrong strategy is selected, then the wrong objectives are articulated and the wrong tactics are deduced. Analysis and planning are aids to the marketing communications manager, aids assisting in strategy selection, setting of objectives, and developing tactics.