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Chapter 2 Role of IMC in the marketing pro

Chapter 2 Role of IMC in the marketing pro

ID：43705687

大小：4.71 MB

页数：45页

时间：2019-10-13

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1、Chapter2TheRoleofIMCintheMarketingProcessLastClassIntroductiontoIMCLinkstomarketingandpromotionalelementsToday’sObjectivesRoleofIMCinMarketingWhatkindofastrategyisSamsungusingtocompeteagainstSony?arepositioningstrategynichemarketstrategyaconcentratedmarketstrategyanundifferenti

2、atedmarketstrategylifestylesegmentationWhatis?AmarketopportunityAcompetitiveadvantageAmarketthreatProductDecisionsPricingDecisionsDistributionDecisionsProductDecisionsPricingDecisionsDistributionDecisionsOpportunityAnalysisCompetitiveAnalysisTargetMarketingIdentifyingMarketsMar

3、ketSegmentationSelectingaTargetMarketPositioningThroughMarketingStrategiesPromotionalDecisionsAdvertisingDirectMarketingInteractiveMarketingSalesPromotionPublicityandPublicRelationsPersonalSellingResellersUltimateConsumerConsumersBusinessesPromotiontoFinalBuyerPromotionToTradeO

4、pportunityAnalysisCompetitiveAnalysisTargetMarketingIdentifyingMarketsMarketSegmentationSelectingaTargetMarketPositioningThroughMarketingStrategiesPromotionalDecisionsAdvertisingDirectMarketingInteractiveMarketingSalesPromotionPublicityandPublicRelationsPersonalSellingUltimateC

5、onsumerConsumersBusinessesMarketingandPromotionsProcessModelMarketingtoaLifestyle+TheRoleofIMCinMarketingNike’sandReebook’ssuccess:theyrecognizetheirbusinessisnolongeraboutjustsellingshoes.It’saboutsellingsports,entertainment,style,andfashion.Tellmeaboutotherbrands…Whatbusiness

6、aretheyin?KaleDuruNiveaTheTargetMarketingProcessIdentifymarketswithunfulfilledneedsDeterminingmarketsegmentationSelectingmarkettotargetPositioningthroughmarketingstrategiesIsaRoofjustaRoof!Differentproductsfordifferentneeds!BeerisBeer?NotReally!AProductforEverySegmentTakeMarket

7、ingActionsToReachTargetSegments.SelecttheProductSegmentsTowardWhichtheFirmDirectsItsMarketingActions.DevelopaMarket/ProductGridToRelatetheMarketSegmentsTotheFirm’sProductsandActions.FindWaysToGroupMarketingActions-UsuallytheProductsOffered-AvailableTotheOrganization.FindWaysToG

8、roupConsumers AccordingToTheirNeeds.SelecttheProductSe

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