The Role of IMC in The Marketing Process: Source: Citizen Watch Company of America, Inc
The Role of IMC in The Marketing Process: Source: Citizen Watch Company of America, Inc
The Role of IMC in The Marketing Process: Source: Citizen Watch Company of America, Inc
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Learning Objectives
1. Describe the role of advertising and promotion in an
organization’s integrated marketing program.
2. Define target marketing.
3. Discuss the role of market segmentation in an IMC
program.
4. Describe positioning and repositioning strategies.
5. Identify the marketing-mix decisions that influence
advertising and promotional strategy.
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Figure 2-1 Marketing and Promotions Process
Model
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Opportunity Analysis
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Competitive Analysis
• Analyzing the competition in the marketplace and
searching for a competitive advantage
– Competitive advantage: Attributes that give a firm
an edge over competitors
• Better quality products
• Superior customer service
• Low production costs and lower prices
• Dominating channels of distribution
• Advertising
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Target Market Selection
• Done after evaluating market opportunities and
doing a competitive analysis
• Has direct implications on a firm’s advertising and
promotional efforts
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Figure 2-2 The Target Marketing Process
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Identifying Markets
• Marketer identifies the specific needs of groups of
people (or segments)
• Selects one or more of these segments as a target
• Isolates consumers with similar lifestyles, needs, and the
like
• Increased marketer’s knowledge of consumers’ specific
requirements
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Market Segmentation
Dividing a market into distinct groups with common
needs, who respond similarly to a marketing situation
Customer characteristics segmentation criteria
Geographic: Dividing the market on the basis of region,
city size, metropolitan area, and/or density
Demographic: Dividing the market on the basis of age, sex,
family size, marital status, etc.
Socioeconomic: Dividing the market on the basis of
income, education, or occupation
Psychographic: Dividing the market on the basis of
personality, lifecycles, and/or lifestyles
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Buying Situations
Markets can also be divided by customer buying
situations
Buying situations segmentation criteria
Outlet type
Benefits sought
Usage
Awareness and intentions
Behavior
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Basis for Market Segmentation
Behavioristic segmentation
Dividing consumers into groups according to their
usage, loyalties, or buying responses to a product
80-20 rule: 20 percent of buyers account for 80
percent of sales volume
Benefit segmentation
Grouping of consumers on the basis of attributes
sought in a product
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Selecting Target Market
Determine how many segments to enter
Utilizing market coverage alternatives
Determine which segments offer the most potential
Selecting the most attractive segment
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Market Coverage Alternatives
• Undifferentiated marketing
• Ignoring segment differences and offering just one
product or service to the entire market
• Differentiated marketing
• Involves marketing in a number of segments,
developing separate marketing strategies for each
• Concentrated marketing
• Selecting a segment and attempting to capture a
large share of this market
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Selecting the Most Attractive Segment
Sales potential of segment
Opportunities for growth
Competition analysis
Ability to compete
Ability to market to this group
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Market Positioning
• Positioning: Fitting a product or service to one or more
segments of the broad market to make it unique within
the marketplace
• Approaches
– Focusing on the consumer—Linking the product with
the benefits the consumer will derive
– Focusing on competition—Positions the product by
comparing the benefit it offers versus the
competition
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Positioning Strategies (1 of 2)
Positioning by product attributes and benefits
Sets the brand apart from competitors on the basis of
specific characteristics or benefits offered
Salient attributes: Important to consumers and are the
basis for making a purchase decision
Positioning by price/quality
Done where cost comes secondary
to quality
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Product Decisions
Product symbolism: Refers to:
What a product or brand means to consumers
What consumers experience in purchasing and
using a product
Branding
Building and maintaining a favorable identity of the
company and its products
Packaging
Provides functional benefits such as economy,
protection, and storage
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Branding
Builds and maintains brand awareness and interest
Develops and enhances attitudes toward the company
or product
Builds relationships between the consumer and the
brand
Brand identity
Combination of name, logo, symbols, design, packaging,
image, and associations held by consumers
Brand equity
Intangible asset of added value
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Packaging
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Marketing Channels
• Interdependent organizations involved in making a
product or service available for use
• Direct channels: Directly deal with customers
– Driven by direct-response ads, telemarketing, the
Internet
– Used when selling expensive and complex products
• Indirect channels: Network of wholesalers and/or
retailers
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Promotional Push Strategies
• Programs designed to persuade the trade to stock,
merchandise and promote a manufacturer’s products
• Goal
– Push the product through the channels of distribution
by selling and promoting it
• Trade advertising: Used to motivate wholesalers and
retailers to purchase products for resale
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Promotional Pull Strategies
• Spending money on advertising and sales promotion
efforts directed toward the ultimate consumer
• Goals
– Create demand among consumers
– Encourage consumers to request the product from the
retailer
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