Marketing bán hàng - Chapter 2: The role of imc in the marketing process

Chapter 2The Role of IMC in theMarketing ProcessFigure 2.1 - Marketing and PromotionsProcess Model2Marketing Strategy and AnalysisStrategic Marketing PlanOpportunity AnalysisTarget Market SelectionCompetitive Analysis3Figure 2.2 - The Target MarketingProcess4Market SegmentationDividing a market into distinct groups with common needs, who respond similarly to a marketing situationCriteriaGeographic segmentation: Markets are divided into different geographic unitsDemographic segmentation: Dividing the market on the basis age, sex, family size, education, income, and social classPsychographic segmentation: Dividing the market on the basis of personality, lifecycles, and/or lifestyles5Bases for Market Segmentation6Dividing consumers into groups according to their usage, loyalties, or buying responses to a product80-20 rule: 20 percent of buyers account for 80 percent of sales volumeBehavioristic segmentationGrouping of consumers on the basis of attributes sought in a productBenefit segmentationSelecting Target Market 7Determine how many segments to enterDetermine which segments offer the most potentialMarket Coverage Alternatives8Ignoring segment differences and offering just one product or service to the entire marketUndifferentiated marketing Involves marketing in a number of segments, developing separate marketing strategies for eachDifferentiated marketing Selecting a segment and attempting to capture a large share of this marketConcentrated marketingPositioning StrategiesAttributes & BenefitsPrice /QualityUse/ApplicationProduct ClassProduct UsersCompetitorsCultural Symbols9RepositioningAltering a product’s or brand’s position due to: Declining or stagnant salesAnticipated opportunities in other market positionsDifficult to accomplish because of entrenched perceptions and attitudes toward the product or brand10Product DecisionsProduct symbolism: Refers to:What a product or brand means to consumersWhat consumers experience in purchasing and using a productBrandingBuilding and maintaining a favorable identity of the company and its productsPackagingProvides functional benefits such as economy, protection, and storage11Branding12Builds and maintains brand awareness and interestDevelops and enhances attitudes toward the company or productBuilds relationships between the consumer and the brandBrand identity: Combination of name, logo, symbols, design, packaging, and image of associations held by consumersBrand equity: Intangible asset of added valuePrice DecisionsPrice variable - Refers to what the consumer has to give in exchange for a purchaseFactors that determine priceCostsDemand factors CompetitionPerceived valueProduct qualityAdvertising13Marketing Channels Interdependent organizations involved in making a product or service available for use Direct channels: Directly deal with customersDriven by direct-response ads, telemarketing, the InternetUsed when selling expensive and complex productsIndirect channels: Network of wholesalers and/or retailers14Promotional Push StrategiesPrograms designed to persuade the trade to stock, merchandise and promote a manufacturer’s productsGoalPush the product through the channels of distribution by selling and promoting it Trade advertising: Used to motivate wholesalers and retailers to purchase products for resale15Promotional Pull StrategiesSpending money on advertising and sales promotion efforts directed toward the ultimate consumerGoalCreate demand among consumers Encourage consumers to request the product from the retailer16