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Chapter - 002

The document outlines the role of Integrated Marketing Communications (IMC) in the marketing process, emphasizing the importance of strategic marketing planning, target market identification, and market segmentation. It discusses various positioning strategies and the significance of branding, packaging, and pricing decisions in shaping consumer perceptions. Additionally, it highlights the impact of distribution channels on marketing effectiveness and consumer engagement.

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mazedul.refat
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22 views15 pages

Chapter - 002

The document outlines the role of Integrated Marketing Communications (IMC) in the marketing process, emphasizing the importance of strategic marketing planning, target market identification, and market segmentation. It discusses various positioning strategies and the significance of branding, packaging, and pricing decisions in shaping consumer perceptions. Additionally, it highlights the impact of distribution channels on marketing effectiveness and consumer engagement.

Uploaded by

mazedul.refat
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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0

The Role of IMC in the


Marketing Process

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


Marketing & Promotions Process Model

2-2
Marketing Strategy and Analysis

Strategic Marketing
Strategic Marketing Plan
Plan

Target
Target
Opportunity
Opportunity Competitive
Competitive Market
Market
Analysis
Analysis Analysis
Analysis Selection
Selection

2-3
The Target Marketing Process

Identify markets with unfulfilled needs


Determine market segmentation
Select a market to target
Position through marketing strategies

2-4
Target Market Identification

IsolateConsumers
Isolate ConsumersWith
WithSimilar…
Similar…

Lifestyles
Lifestyles Socialclass
Social class

Geographic
Geographic
Economicstatus
Economic status Age
Age
location
location

Maritalstatus
Marital status Needs
Needs

2-5
Bases for 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

2-6
PRIZM Social Groups

HIGH

LOW

2-7
Segments

Undifferentiated Concentrated

Differentiated

2-8
Positioning Strategies

Attributes
Attributes and
and Benefits
Benefits
Price/Quality
Price/Quality
Use/Application
Use/Application
Product
Product Class
Class
Product
Product Users
Users
Competitors
Competitors
Cultural
Cultural Symbols
Symbols

2-9
The Marketing Planning Program

Product Distribution
Decisions Channels

Promotional Price
Strategy Decisions

2-10
Branding Goals

Develop & Build &


Build & enhance foster
maintain attitudes relationships
brand toward the between the
awareness company, consumer
and interest product, or and the
service brand

2-11
Branding and Packaging Decisions

BRANDING
BRANDING PACKAGING
PACKAGING

Brand
Brand Advertising
Advertising Has
Has become
become Often
Often thethe
name
name creates
creates increasingly
increasingly customers’
customers’
commun-
commun- and
and important
important first
first
icates
icates maintains
maintains exposure
exposure
attributes
attributes brand
brand to
to product
product
and
and equity
equity
meaning
meaning

2-12
Pricing Decisions

Factors What
What consumers
consumers
Factors the
the firm
firm give
must
must consider
consider give up
up to
to buy
buy aa
product
product or
or service
service

Costs
Costs Time
Time

Demand
Demand Mental
Mental activity
activity
Competition
Competition Behavioral
Behavioral effort
effort

Perceived
Perceived value
value

2-13
Channels and Image

• Channels can impact communication


objectives
• Image
• Store displays
• Point-of-purchase merchandising
• Shelf footage

2-14
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

2-15

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