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2
The Role of IMC in the
Marketing Process
Target
Marketing
Process
Identifying
markets
Market
Competitive
segmentation
analysis
Target
marketing
Selecting
a target
market
Positioning
through
marketing
strategies
Marketing Planning
Program
Development
Product
decisions
Pricing
decisions
Channel of
distribution
decisions
Target
Market
Promotion to
final buyer
Promotional
decisions
advertising
direct
marketing
internet/
interactive
marketing Promotio
n to
sales
promotion trade
Resellers
publicity
and public
relations
personal
Purchase
selling
Ultimate
customer
Consumers
Businesses
Opportunity analysis
Geographic Segmentation
State - region - country - climate
Demographic Segmentation
Age, sex, income, education, occupation,
social class
Psychographic Segmentation
AIOs, (Activities, Interests, Opinions)
VALS (Values and Lifestyles)
Personality traits
Behavioristic Segmentation
Usage, loyalties, occasions.
Benefit Segmentation
Types of specific needs or wants to be
satisfied.
Positioning Strategy
Positioning Effectiveness
The extent to which managements
positioning objectives are achieved
in the market target
Market
Target
2.
3.
4.
5.
6.
Approaches to Positioning A
Product/Service
or Brand
1.
2.
By Price/Quality
3.
By Use or Application
4.
By Product Class
5.
6.
By competition
7.
By cultural symbols
Product Decisions
AA product
product is
is aa package
package of
of benefits
benefits or
or values
values that
that
satisfies
satisfies the
the needs
needs of
of consumers
consumers
Packaging
Traditional
functions of packaging:
Packaging
is a way to communicate
to consumers
Pricing Decisions
Direct channels
Indirect channels
Pull Policy
Producer
Producer
Producer
Producer
Wholesaler
Wholesaler
Wholesaler
Wholesaler
Retailer
Retailer
Retailer
Retailer
Consumer
Consumer
Consumer
Consumer
Information Flow
"Push" Techniques
"Pull" Techniques
Coupons
Premiums or gifts
Contests, sweepstakes
Price-off deals
Refunds/rebates
Frequency/loyalty programs
Point-of-purchase advertising