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Explain various stages in consumer decision-making process

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Case Study: Jom Travel Ventures is a travel agency, based in Kuala Lumpur. It has developed a new 5-Star holiday and tour packages to various countries including Japan, Australia, New Zealand and Europe to offer to the public. Describe a suitable product positioning strategy and the use of integrated marketing communication to influence target consumers' behaviour towards the company's new offering. Also, describe the firm's marketing communication requirements and objectives at each stage of the product life cycle (PLC) in respect of its new offering.

Questions: Guideline( Follow this and provide answer)

1.0 Introduction

The introduction provides very detailed information that covers the name of the organisation, background of the company, products and services, description of the marketing communication programme and relevant marketing communication objectives.

2.0 Product Positioning:

Explain the various product positioning strategies available.Four product positioning strategies were satisfactorily explained.

3.0 Consumer Buying Behaviour in relation to the firm's new offering:

3.1 - Explain the various stages in the consumer decision-making process

3.2 - Explain the effective use of IMC tools at each stage

4.0 Product Life Cycle (PLC):

- Describe the firm's marketing communication requirements and objectives at each stage of the PLC in respect of its new offering

Reference no: EM133379597

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