CLEP Marketing

Answer: A - Ralph Lauren’s Home Collection website has experienced decreasing traffic and sales conversions over the past two years. Marketers have conducted an assessment for an online marketing campaign and have noted that loyal consumers follow these sequential steps to buy home collection items online: solid brand awareness; points-of-parity; positive and accessible reactions; strong, active loyalty. The sequence of events that leads consumers to respond to e-commerce marketing efforts is important in converting brand awareness to sales. Consumers must begin with solid brand awareness followed by marketers’ use of points of parity. Then, positive and accessible reactions must be gained, which lead to strong and active loyalty. This loyalty translates to online sales.