Chapter 2

The Role of IMC in the

Marketing Process
 The
The Marketing
Marketing and
and
Promotional
Promotional Process
Process Model
Model
 Marketing strategy and Analysis
 Target marketing process
 Marketing planning program development
 The target market
 Marketing strategy and Analysis
 Opportunity Analysis

 Competitive Analysis

 Target Marketing
 Target
Target Marketing
Marketing Process
Process

I d e n t if y in g D e t e r m in in g S e l e c t in g a P o s it io n in g
m a r k e t s w it h m a rk e t m a rk e t t h r o u g h m a r k e t in g
u n f u lf ille d n e e d s s e g m e n t a t io n to ta rg e t s t r a t e g ie s

Slide 2-2
Figure 2-2
 Steps
Steps in
in the
the Segmentation
Segmentation
Process
Process
 Finding ways to group consumers according to
their needs
 Finding ways to group the marketing actions
available to the organization
 Developing a market -product grid
 Selecting the target segments
 Taking marketing actions to reach segments
 Basis of Segmentation
 Geographic
 Demographic
 Psychographic
 Behavioristic
 Marketing planning program
development
 Product Decision

 Pricing Decision

 Channel-of-distribution Decision

 Promotional Decision
 Selecting a Target Market
 Determine how many segments to enter?
. Undifferentiated Marketing
. Differentiated Marketing
. Concentrated Marketing

 Determine which segment offer potential?

 Determining
Determining the
the Positioning
Positioning
Strategy
Strategy
1. Identifying competitors
2. Assessing consumers' perceptions of competitors
3. Determining competitors' positions

4. Analyzing consumers' preferences

5. Making the positioning decision

6. Monitoring the decision

 Approaches to Market
Positioning
 Attribute/benefit
 Price/quality
 Use or application
 Product class
 Product user
 Competitor
 Cultural symbol
 Repositioning