02

The Role of IMC in the

Marketing Process

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

Marketing & Promotions Process Model

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Marketing Strategy and Analysis

Strategic Marketing Plan

Target
Opportunity Competitive
Market
Analysis Analysis
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
Economic status Age
location

Marital status Needs

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 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

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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 Distribution
Decisions Channels

Promotional Price
Strategy Decisions

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 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

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 Branding and Packaging Decisions

BRANDING PACKAGING

Brand Advertising Has become Often the

name creates increasingly customers’
commun- and important first
icates maintains exposure
attributes brand to product
and equity
meaning

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 Pricing Decisions

Factors the firm What consumers

must consider give up to buy a
product or service

Costs Time

Demand Mental activity

Competition Behavioral effort

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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