The two components of the consumer decision-making process that are most critical to developing an integrated marketing communications program are:
A)problem recognition and information search.
B)information search and evaluation of alternatives.
C)evaluation of alternatives and purchase decision.
D)problem recognition and evaluation of alternatives.

Question

Quizplus · Accepted Answer

The two components of the consumer decision-making process that are most critical to developing an integrated marketing communications program are information search and evaluation of alternatives. Information search helps marketers understand what types of information consumers seek and where they are likely to look for it. Evaluation of alternatives helps marketers understand how consumers compare and evaluate various products or services before making a purchase decision. By understanding these two components, marketers can develop a targeted and effective integrated marketing communications program that addresses consumers' needs and preferences.

The Two Components of the Consumer Decision-Making Process That Are