CLEP Marketing

Answer: C - In an integrated marketing communications plan, it is important to position brands to consumers by appealing to their current needs or future problems, which are referred to as functional needs. Functional needs are researched and articulated consumption-related needs that consumers may have. For example, consumers may need faster delivery or more guaranteed satisfaction from food delivery services. Anticipating future problems or needs is also part of a consumer’s functional needs. A well-developed, integrated marketing plan will communicate these needs clearly.