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Session 2
Siddiq Musaliar
Budget determination
Develop integrated marketing communications programs
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Internet/
interactive
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Internet/
interactive
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Internet/
interactive
strategy
Budget Determination
IMC Strategies
Creative
Media
Opportunity
Analysis
Competitive
Analysis
Target
Market
Selection
Lifestyles
Economic status
Age
Geographic
location
Marital status
Needs
Market Segmentation
Demographic
Geographic
Socioeconomic
Gender
Region
Income
Age
City size
Education
Race
Metropolitan area
Occupation
Life stage
Density
Birth era
Household size
Psychographic
Residence tenure
Personality
Marital status
Values/Lifestyle
Demographic Segmentation Ad
Benefit Segmentation Ad
LOW
SEC segmentation
Segments
Undifferentiated
Concentrated
Differentiated
Market Positioning
Positioning Strategies
Attributes and Benefits
Price/Quality
Use/Application
Product Class
Product Users
Competitors
Cultural Symbols
Product use
Product class
Product
Decisions
Promotional
Strategy
Distribution
Channels
Price
Decisions
Branding Goals
Build &
maintain
brand
awareness
and interest
Develop &
enhance
attitudes
toward the
company,
product, or
service
Build &
foster
relationships
between the
consumer
and the
brand
Branding
Brand Identity
vs.
Brand Equity
BRANDING
Brand
name
communicates
attributes
and
meaning
Advertising
creates
and
maintains
brand
equity
PACKAGING
Has become
increasingly
important
Often the
customers
first
exposure
to product
Pricing Decisions
What consumers
give up to buy a
product or service
Costs
Time
Demand
Competition
Perceived value
Mental activity
Behavioral effort
Market Channels
Sets of interdependent
organizations involved in the
process of making a product
or service available for use
Types of Channels
Direct
Driven by direct-response ads,
telemarketing, the Internet
Often used when selling expensive and
complex products
Indirect
Network of wholesalers and/or retailers
President
Production
Finance
Marketing
research
Marketing
Advertising
Research
and
development
Sales
Human
resources
Product
planning
Cons
Hard to understand
the overall
marketing strategy
Longer
response time
Staff continuity
Impractical for
multiple brands,
products, divisions
Production
Sales
Marketing
Product
Management
Brand
Manager
R&D
Human
Resources
Marketing
services
Advertising
Dept
Marketing
Research
Ad agency
Brand
Manager
Sales promotion
Ad agency
Merchandising
Package design
Cons
Concentrated
managerial attention
Ineffective decision
making
Internal conflicts
Increased flexibility
Misallocation of funds
Lack of authority
Cons
Cost savings
Less experience
More control
Less objectivity
Increased coordination
Less flexibility
Stability
Access to top
management
Thank You