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The Role of IMC in the Marketing Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing and Promotions Process Model Opportunity analysis Identifying markets Product decisions Promotional Promotional decisions decisions Competitive analysis Market segmentation Target marketing Pricing decisions Channel-ofdistribution decisions Selecting a target market Promotion to final buyer •• Advertising Advertising •• Direct Direct marketing marketing •• Interactive Interactive marketing marketing •• Sales Sales promotion promotion •• Publicity Publicity and and public public relations relations •• Personal Personal selling selling Internet/ Interactive Promotion to trade Purchase © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin • Consumers • Businesses Resellers Positioning through marketing strategies Ultimate consumer Test Your Knowledge Factors that influence the decision as to how far the segmentation process should go include: A) whether the segment is accessible B) whether sufficient funds exist for developing the necessary advertising campaign C) the availability of media that reaches the segment D) the ability of the sales force to reach the segment E) all of the above © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Target Marketing Process Identify markets with unfulfilled needs Determining market segmentation Selecting market to target Positioning through marketing strategies © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Beer is Beer? Not Really! Popular Imports Domestic specialties Premium Light © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Marketing Segmentation Process Find ways to group consumers according to their needs. Find ways to group marketing actions - usually the products offered - available to the organization. Develop a market/product grid to relate the market segments to the firm’s products and actions. Select the product segments toward which the firm directs its marketing actions. Take marketing actions to reach target segments. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Bases for Segmentation Psychographic Demographic Customer Characteristics Socioeconomic Geographic Behavior Usage Outlets Buying Situation Awareness © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Benefits Examples of Some PRIZM Clusters HIGH $ LOW © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Test Your Knowledge The key factor in communicating information about a brand and differentiating it from competitors is: A) its perceived price differential B) its integrated promotional strategy C) the market positioning strategy assigned it by its manufacturer D) its distribution intensity E) the benefits the brand offers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Developing a Positioning Strategy What What position position do do we we have have now? now? Does our creative strategy match it? What What position position do do we we want want to to own? own? The Position Do we have the tenacity to stay with with it? it? From From whom whom must must we we win win this this position? Do we have the money to do the job? job? © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Positioning Strategies How should we position? By Attributes and Benefits? By Price or Quality? By Use or Application? By Product Class? By Product User? By Competitor? By Cultural Symbols? © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Developing a Positioning Platform 1. Identify the competitors 2. Assess perceptions of them 3. Determine their positions 4. Analyze consumer preferences 5. Make the positioning decision 6. Monitor the position © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Positioning Decisions Is the current position strategy working? Is the segmentation strategy strategy appropriate? appropriate? The Checklist How strong is the competition? Are there sufficient resources to communicate the position? position? © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Branding and Packaging Work Closely Together Product Decisions BRANDING Brand name communicates attributes and meaning PACKAGING Advertising creates and maintains brand equity Packaging has become increasingly important © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin It’s often customers’ first exposure to product Pricing Must Be Coordinated with Other Factors Pricing Considerations Price must be consistent with perceptions of the product Higher prices communicate higher product quality Lower prices reflect bargain or “value” perceptions Price, Price,advertising advertisingand anddistribution distributionbe mustunified be unified in in identifying the product position A product positioned as high quality while carrying a lower price than competitors will confuse customers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Distribution is a Vital Link in the Chain Selecting Distribution Channel Decisions Managing Motivating © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The “Middleman” Can Play a Key Role Brokers Independent Channel Intermediaries Distributors Wholesalers Retailers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Push Versus Pull Push Policy Pull Policy Producer Producer Wholesaler Wholesaler Retailer Retailer Consumer Consumer Information Flow © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Test Your Knowledge An ad in a publication aimed at veterinarians explaining why they should recommend Eukanuba cat food to the owners of all the cats they treat is an example of: A) consumer advertising B) a promotional pull strategy C) a harvesting strategy D) a consumer promotion E) a promotional push strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Promotion to Push Goods Through Channels PUSH Point of sale displays, racks, stands Trade deals, special displays Dealer premiums, prizes, gifts Cooperative advertising deals Advertising materials, mats, inserts Push money or “spiffs" Collaterals, catalogs, manuals Company conventions, meetings © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Promotion to Pull Goods Through Channels PULL Sampling, free trial Cents-off promotions Cents-off coupons Combination offers Premiums or gifts Contests, sweepstakes Point-of-purchase Trading stamps © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin