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The Role of IMC in the Marketing Process






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The Role of IMC in the Marketing Process. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin. Identifying Markets. Identifying Markets. Product Decisions Pricing Decisions Distribution Decisions. Promotional Decisions Advertising Direct Marketing Interactive Marketing
The Role of IMC in the Marketing Process

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Slide 1

The Role of IMC in the Marketing Process

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 2

Identifying

Markets

Identifying

Markets

Product

Decisions

Pricing

Decisions

Distribution

Decisions

  • Promotional

  • Decisions

  • Advertising

  • Direct Marketing

  • Interactive Marketing

  • Sales Promotion

  • Publicity and Public Relations

  • Personal Selling

  • Ultimate

  • Consumer

  • Consumers

  • Businesses

Promotion

to Final

Buyer

Market

Segmentation

Market

Segmentation

Promotion

To Trade

Selecting a

Target Market

Selecting a

Target Market

Positioning

Through

Marketing

Strategies

Positioning

Through

Marketing

Strategies

Resellers

Marketing and Promotions Process Model

Opportunity

Analysis

Competitive

Analysis

Target

Marketing

Opportunity

Analysis

Competitive

Analysis

Target

Marketing

Product

Decisions

Pricing

Decisions

Distribution

Decisions

  • Promotional

  • Decisions

  • Advertising

  • Direct Marketing

  • Interactive Marketing

  • Sales Promotion

  • Publicity and Public Relations

  • Personal Selling

  • Ultimate

  • Consumer

  • Consumers

  • Businesses

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 3

Marketing to a Lifestyle

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 4

Determining Market Segmentation

Determining Market Segmentation

Selecting Market To Target

Selecting Market To Target

Positioning Through Marketing Strategies

The Target Marketing Process

Identify Markets With Unfulfilled Needs

Identify Markets With Unfulfilled Needs

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 5

Beer is Beer? Not Really!

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 6

A Product for Every Segment

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 7

Find Ways To Group Marketing Actions - Usually the Products Offered - Available To the Organization.

Find Ways To Group Marketing Actions - Usually the Products Offered - Available To the Organization.

Develop a Market/Product Grid To Relate the Market Segments To the Firm’s Products and Actions.

Develop a Market/Product Grid To Relate the Market Segments To the Firm’s Products and Actions.

Select the Product Segments Toward Which the Firm Directs Its Marketing Actions.

Select the Product Segments Toward Which the Firm Directs Its Marketing Actions.

Take Marketing Actions To Reach Target Segments.

The Marketing Segmentation Process

Find Ways To Group Consumers According To Their Needs.

Find Ways To Group Consumers According To Their Needs.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 8

Behavior

Psychographic

Outlets

Demographic

Usage

Socioeconomic

Benefits

Geographic

Bases for Segmentation

Psychographic

Demographic

Customer

Characteristics

Socioeconomic

Geographic

Behavior

Outlets

Buying

Situation

Benefits

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 9

Abercrombie & Fitch Targets Echo Boomers

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 10

Hispanics Prefer Spanish Language Ads

*Click outside of the video screen to advance to the next slide

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 11

What Position Do We Have Now?

Does Our Creative StrategyMatch It?

What Position Do We Want To Own?

Do We Have the Tenacity To Stay With It?

From Whom Must We Win This Position?

Do We Have the Money To Do the Job?

Developing a Positioning Strategy

What Position Do We Have Now?

What Position Do We Want To Own?

The

Position

Do We Have the Tenacity To Stay With It?

From Whom Must We Win This Position?

Do We Have the Money To Do the Job?

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 12

By Attributes and Benefits?

By Price or Quality?

By Use or Application?

By Product Class?

By Product User?

By Competitor?

By Cultural Symbols?

Positioning Strategies

By Attributes and Benefits?

How should

we position?

By Price or Quality?

By Use or Application?

By Product Class?

By Product User?

By Competitor?

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 13

Cultural Symbols Can Differentiate Brands

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 14

2. Assess Perceptions of Them

3. Determine Their Positions

4. Analyze Consumer Preferences

5. Make the Positioning Decision

6. Monitor the Position

5. Make the Positioning Decision

4. Analyze Consumer Preferences

3. Determine Their Positions

2. Assess Perceptions of Them

Developing a Positioning Platform

1. Identify the Competitors

1. Identify the Competitors

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 15

Is the Current Position Strategy Working?

Is the Segmentation Strategy Appropriate?

How Strong Is the Competition?

Are There Sufficient Resources To Communicate the Position?

Positioning Decisions

Is the Current Position Strategy Working?

Is the Segmentation Strategy Appropriate?

The

Checklist

Are There Sufficient Resources To Communicate the Position?

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 16

Advertising Develops Brand Images

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 17

BRANDING

PACKAGING

Brand name commun-icates attributes and meaning

Advertising creates and maintains brand equity

Packaging has become increasingly important

It’s often customers’ first exposure to product

Branding and Packaging Work Closely Together

Product Decisions

BRANDING

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 18

A Package Is More than a Container

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 19

Packaging Enhances Brand Identity

*Click outside of the video screen to advance to the next slide

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 20

Price Must Be Consistent With Perceptions of the Product

Higher Prices Communicate Higher Product Quality

Lower Prices Reflect Bargain or “Value” Perceptions

Price, Advertising and Distribution be Unified In Identifying the Product Position

A Product Positioned as High Quality While Carrying a Lower Price than Competitors Will Confuse Customers

Pricing Must Be Coordinated with Other Factors

Pricing

Considerations

Price Must Be Consistent With Perceptions of the Product

Higher Prices Communicate Higher Product Quality

Lower Prices Reflect Bargain or “Value” Perceptions

Price, Advertising and Distribution must be Unified In Identifying the Product Position

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 21

Some Products Compete on Price – Others Compete on Quality

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 22

Selecting

Managing

Motivating

Distribution is a Vital Link in the Chain

Selecting

Distribution

Channel

Decisions

Managing

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 23

Brokers

Distributors

Wholesalers

Retailers

The “Middleman” Can Play a Key Role

Brokers

Distributors

Independent

Channel

Intermediaries

Wholesalers

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 24

Push Policy

Pull Policy

Producer

Producer

Producer

Wholesaler

Wholesaler

Wholesaler

Retailer

Retailer

Retailer

Consumer

Consumer

Consumer

Information Flow

Push Versus Pull

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 25

Point of Sale Displays, Racks, Stands

Trade Deals, Special Displays

Dealer Premiums, Prizes, Gifts

Cooperative Advertising Deals

Advertising Materials, Mats, Inserts

Push Money or “Spiffs"

Collaterals, Catalogs, Manuals

Company Conventions, Meetings

Promotion to Push Goods Through Channels

Point of Sale Displays, Racks, Stands

PUSH

Trade Deals, Special Displays

Dealer Premiums, Prizes, Gifts

Cooperative Advertising Deals

Advertising Materials, Mats, Inserts

Push Money or “Spiffs"

Collaterals, Catalogs, Manuals

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Slide 26

Sampling, free trial

Cents-off promotions

Cents-off coupons

Combination offers

Premiums or gifts

Contests, sweepstakes

Point-of-purchase

Trading stamps

Promotion to Pull Goods Through Channels

Sampling, free trial

PULL

Cents-off promotions

Cents-off coupons

Combination offers

Premiums or gifts

Contests, sweepstakes

Point-of-purchase

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


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