Ch02
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Chapter 2 The Role of IMC in the Marketing Process
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
The Marketing and Promotional Process • The marketing strategy and plan • The target marketing process • Marketing planning program development • The target market Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 2-1
The Target Market Process
I d e n t if y in g m a r k e t s w it h u n f u lf ille d n e e d s
Irwin/McGraw-Hill
D e t e r m in in g m a rk e t s e g m e n t a t io n
S e le c t in g a m a rk e t to ta rg e t
© The McGraw-Hill Companies, Inc., 1998
P o s it io n in g t h r o u g h m a r k e t in g s t r a t e g ie s
Slide 2-2 Figure 2-2
Market Breakdown by Product in the Beer Industry 7%
16%
Popular
3%
Imports Domestic
12%
25%
Premium Light
37% Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 2-3 Figure 2-3
Steps in the Segmentation Process • Finding ways to group consumers according to their needs • Finding ways to group the marketing actions available to the organization • Developing a market -product grid • Selecting the target segments • Taking marketing actions to reach segments Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 2-4
Developing a Positioning Strategy • • • • • • • •
Attribute/benefit Price/quality Use or application Product class Product user Competitor Cultural symbol Repositioning
Irwin/McGraw-Hill
Apple computer Oneida Arm & Hammer Butter or margarine Dewar’s Avis Jolly Green Giant Rolling Stone
© The McGraw-Hill Companies, Inc., 1998
Slide 2-5
Determining the Positioning Strategy 1. Identifying competitors 2. Assessing consumers' perceptions of competitors 3. Determining competitors' positions 4. Analyzing consumers' preferences 5. Making the positioning decision 6. Monitoring the decision Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 2-6
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
The Marketing and Promotional Process • The marketing strategy and plan • The target marketing process • Marketing planning program development • The target market Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 2-1
The Target Market Process
I d e n t if y in g m a r k e t s w it h u n f u lf ille d n e e d s
Irwin/McGraw-Hill
D e t e r m in in g m a rk e t s e g m e n t a t io n
S e le c t in g a m a rk e t to ta rg e t
© The McGraw-Hill Companies, Inc., 1998
P o s it io n in g t h r o u g h m a r k e t in g s t r a t e g ie s
Slide 2-2 Figure 2-2
Market Breakdown by Product in the Beer Industry 7%
16%
Popular
3%
Imports Domestic
12%
25%
Premium Light
37% Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 2-3 Figure 2-3
Steps in the Segmentation Process • Finding ways to group consumers according to their needs • Finding ways to group the marketing actions available to the organization • Developing a market -product grid • Selecting the target segments • Taking marketing actions to reach segments Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 2-4
Developing a Positioning Strategy • • • • • • • •
Attribute/benefit Price/quality Use or application Product class Product user Competitor Cultural symbol Repositioning
Irwin/McGraw-Hill
Apple computer Oneida Arm & Hammer Butter or margarine Dewar’s Avis Jolly Green Giant Rolling Stone
© The McGraw-Hill Companies, Inc., 1998
Slide 2-5
Determining the Positioning Strategy 1. Identifying competitors 2. Assessing consumers' perceptions of competitors 3. Determining competitors' positions 4. Analyzing consumers' preferences 5. Making the positioning decision 6. Monitoring the decision Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 2-6
