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
2-2
Marketing Strategy and Analysis
Strategic Marketing Plan
Opportunity
Analysis
Competitive
Analysis
Target
Market
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
Isolate Consumers With Similar…
Social class
Lifestyles
Economic status
Geographic
location
Marital status
Age
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 and Benefits
Price/Quality
Use/Application
Product Class
Product Users
Competitors
Cultural Symbols
2-9
The Marketing Planning Program
Product
Decisions
Promotional
Strategy
Distribution
Channels
Price
Decisions
2-10
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
2-11
Branding and Packaging Decisions
BRANDING
Brand
name
communicates
attributes
and
meaning
Advertising
creates
and
maintains
brand
equity
PACKAGING
Has become
increasingly
important
Often the
customers’
first
exposure
to product
2-12
Pricing Decisions
Factors the firm
must consider
What consumers
give up to buy a
product or service
Costs
Time
Demand
Mental activity
Competition
Behavioral effort
Perceived 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