Chapter 2

The Role of IMC in the Belch 11/e

Marketing Process
Learning Goals
• Describe the role of advertising and promotion in an
organization’s IMC programs.
• Define target marketing
• Discuss the role of market segmentation in an IMC
program
• Describe the positioning and repositioning strategies
Fig 2-1 Marketing and
Promotions Process Model
Marketing Strategy and Analysis
• Opportunity Analysis
– Market Opportunities
• Competitive Analysis
– Direct brand competition
– Competitive advantage
• Target Market Selection
Fig 2-2
The Target Marketing Process
The Target Marketing Process
• Identifying Markets
• Market Segmentation
The Target Marketing Process
• Identifying Markets
• Market Segmentation
• Selecting a Target Market
• Market Positioning
Market Positioning
Positioning – “the art and science
of fitting the product or service to
one or more segments of the
broad market in such a way as to
set it meaningfully apart from the
competition.”
Developing A Positioning Strategy
• By product attributes and
benefits
• By price/quality
• By use or application
• By product class
• By product user
• By competitor
• By cultural symbols
By product attributes and benefits