02

The Role of IMC in the Marketing Process

McGraw-Hill/Irwin

Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

Marketing & Promotions Process Model

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Marketing Strategy and Analysis

Strategic Marketing Plan

Opportunity Analysis

Competitive Analysis

Target Market Selection

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The Target Marketing Process

Identify markets with unfulfilled needs Determine market segmentation Select a market to target Position through marketing strategies

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Target Market Identification

Isolate Consumers With Similar

Lifestyles

Social class Geographic location Needs Age

Economic status

Marital status

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Bases for Market Segmentation

Demographic
Gender Age

Geographic
Region City size

Socioeconomic
Income

Education
Occupation

Race
Life stage Birth era Household size Residence tenure Marital status

Metropolitan area
Density Psychographic Personality Values/Lifestyle

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PRIZM Social Groups

HIGH

LOW

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Segments

Undifferentiated

Concentrated

Differentiated

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Positioning Strategies
Attributes and Benefits Price/Quality Use/Application

Product Class
Product Users

Competitors
Cultural Symbols
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The Marketing Planning Program

Product Decisions

Distribution Channels

Promotional Strategy

Price Decisions

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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

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Branding and Packaging Decisions

BRANDING

PACKAGING
Has become increasingly important Often the customers first exposure to product

Brand name communicates attributes and meaning

Advertising creates and maintains brand equity

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Pricing Decisions

Factors the firm must consider Costs

What consumers give up to buy a product or service

Time Mental activity Behavioral effort

Demand
Competition Perceived value

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Channels and Image Channels can impact communication objectives

Image Store displays Point-of-purchase merchandising Shelf footage

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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

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