Jeff is going to sell sporting apparel, which he has already purchased from
manufacturers, and has signed a deal agreeing to the volume he will sell monthly. He
has researched his competition, talked to some customers, and decided on prices he will
charge. Jeff has also developed a plan for promoting his business. Based on this
description, which element of the marketing mix does Jeff still need to work on?
An emotional appeal aims to satisfy consumers' __________, while an informational
appeal speaks to consumers' __________.
A. needs; desires
B. institutional focus; personal focus
C. emotional desires; utilitarian needs
D. top-of-the-mind awareness; bottom-of-the-mind reactions
E. cost-consciousness; imaginations