In examining customers during the IMC planning context analysis, the reason for studying former customers is to:
A) determine which customers a firm should seek
B) understand why they defected
C) determine how to improve the firm's product or service
D) determine which target group has the highest potential

Question

Quizplus · Accepted Answer

Studying former customers can provide insights into why they stopped doing business with the company. This information can be used to improve the firm's products or services and potentially win back those former customers. It may also help the company understand what characteristics or behaviors lead to customer defection, which can inform future customer acquisition and retention strategies.

In Examining Customers During the IMC Planning Context Analysis, the Reason