Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 2 - George E. Belch, Michael A. Belch

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Chapter 2 - The role of IMC in the marketing process. After reading the material in this chapter, you should be able to: To understand the marketing process and the role of advertising and promotion in an organization''s integrated marketing program, to understand the concept of target marketing in an integrated marketing communications program, to recognize the role of market segmentation and its use in an integrated marketing communications program,... Chapter 2 The Role of  IMC in the Marketing  Process Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 2.1 ­ Marketing and Promotions Process Model Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Marketing Strategy and Analysis Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 2.2 ­ The Target Marketing Process Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Market Segmentation  Dividing a market into distinct groups with common  needs, who respond similarly to a marketing situation  Criteria  Geographic segmentation: Markets are divided into  different geographic units  Demographic segmentation: Dividing the market on  the basis age, sex, family size, education, income, and  social class  Psychographic segmentation: Dividing the market on  the basis of personality, lifecycles, and/or lifestyles Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Bases 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 Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Selecting Target Market  Determine how many segments to enter Determine which segments offer the most potential Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 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 Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Positioning Strategies Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Repositioning  Altering a product’s or brand’s position due to:   Declining or stagnant sales  Anticipated opportunities in other market positions  Difficult to accomplish because of entrenched  perceptions and attitudes toward the product or  brand Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 10 McGraw-Hill Education 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 Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 11 McGraw-Hill Education 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, and image of associations held by consumers Brand equity: Intangible asset of added value Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 12 McGraw-Hill Education Price Decisions  Price variable ­ Refers to what the consumer has to  give in exchange for a purchase  Factors that determine price  Costs  Demand factors   Competition  Perceived value  Product quality  Advertising Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 13 McGraw-Hill Education Marketing Channels   Interdependent organizations involved in making a  product or service available for use   Direct channels: Directly deal with customers  Driven by direct­response ads, telemarketing, the  Internet  Used when selling expensive and complex products  Indirect channels: Network of wholesalers and/or  retailers Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 14 McGraw-Hill Education 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 Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 15 McGraw-Hill Education Promotional Pull Strategies  Spending money on advertising and sales  promotion efforts directed toward the ultimate  consumer  Goal  Create demand among consumers   Encourage consumers to request the product from  the retailer Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 16 McGraw-Hill Education ... 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... 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... protection, and storage Copyright © 20 15 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 11 McGraw-Hill Education Branding Builds and maintains
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Xem thêm: Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 2 - George E. Belch, Michael A. Belch, Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 2 - George E. Belch, Michael A. Belch, Figure 2.2 - The Target Marketing Process

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