CLEP Marketing

Answer: B - Through a solid marketing communications plan, a company can expect these two fundamental outcomes: enhance brand equity and affect consumer behavior. Brand equity is enhanced by a marketing communications plan, as it increases brand awareness and marketplace presence. Additionally, such a plan would affect consumer behavior so that they are more likely to purchase products and services and continue purchasing them. Within these two fundamental outcomes, there are smaller outcomes, such as an indirect increase in sales and the building of relationships with consumers.