This preview shows page 1. Sign up to view the full content.
Unformatted text preview: products are deF ned, you have the costs on which you can construct your pricing strategies. Distribution Place Promotion Promotion is the pro-cess of communicating the beneF ts of your complete product to the marketplace to generate a buying action. This is the image of the organization, division, or individual that devel-ops the products (goods and services) to be sold. Key CI strategies involve Creating, Protecting, and Enhancing this Image. Kalb & Associates 2005 You start the marketing process by using your marketing information system to collect infor-mation from the marketplace (market research) to F nd out what market targets want. T en you create strategies from the building blocks to give them what they want. Dotted lines indicate that you communicate these building blocks via Promotion strategies. White arrows are internal, and black involve external processes....
View Full Document
- Fall '08