363 Review - 363 Review Chapters 1 and 2 Marketing Mix...

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363 Review Chapters 1 and 2 Marketing Mix Product, price, promotion, place Promotion Mix IMC (Intergrated Marketing mix) A plan that evaluates the strategic roles of several communications disciplines: Advertising, direct marketing, sales promotion, publicity/public relations, personal selling 3 goals of IMC Clarity, consistency, Max. communication impact Understand marketing and promotions process model Marketing strategy and analysis target marketing process Marketing planning program development promotion to final buyer/promotion to trade (purchase) target market Different levels of integration Promotion mix, marketing strategy Segmentation (what roles of marketing in communications are in this?) Breaking up potential customers into groups, based on the fact that they have similar needs and or behaviors that are likely to cause them to respond similarly to marketing actions. Bases of seg Geographic segments, demographic, psychographic, behavioristic, benefit Positioning (what roles of marketing in communications are in this?) The art and science of fitting the product or service to one or more segments of the broad market in such a ways to get it meaningfully apart from competition in consumers’ minds. Approaches of seg By product or service attributes and benefits, by price/quality, by use or application, by user, by competition, by cultural symbols Criteria for effective targeting of market segments Identification, sufficiency, stability, accessibility Product decisions and promotion; Pricing and Promotion; Distribution and promotion how does this relate to Air walk case Push and Pull Push supply chain; Pull Specific target markets Marketers and decreasing their usage of advertising in mass media and increasing their use of integrated marketing communications Rapid growth from internet, Shift in power from manufacturers to retailers, Rapid growth of database marketing, greater ad agency accountability
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In class: Go over Mazda and Sunglasses again Chapter 4 (1) What is consumer behavior? The process and activities people engage in when searching for, selecting,
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363 Review - 363 Review Chapters 1 and 2 Marketing Mix...

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