Integrated Marketing Communications
The concept of designing marketing communications
that coordinate all promotional activities
Segmentation, Targeting &
Overview: Segmentation, Targeting & Positioning
Why do this?
Market Segmentation - Principles
No single best way to segment a
ALCIDE DE GASPERI
UNIVERSITY OF EUROREGIONAL ECONOMY
Specialty: Hotel and Tourism Management
Index No.: 4152
ROLE AND EFFECTIVENESS OF MARKETING SERVICES IN TOURISM
(Case study of India)
SECTION - I
INTRODUCTION TO MARKETING
Meaning & Definitions of marketing
Importance of marketing
Scope of marketing
Concepts of marketing
Role of marketing manager in changing env
Segmentation - Targeting - Positioning
Maximize your marketing impact
Who is your product for?
Who is your product NOT for?
( Make a choice )
( Increase relevance )
( In the consumers mind )
International Journal of Business and Social Science
Vol. 2 No. 3 [Special Issue - January 2011]
The Role of Marketing Information System on Decision Making
"An Applied study on Royal Jordanian Air Lines (RJA)"
Dr. Shaker Turki Ismail
Head of Marketing De
The fascinating world of brands
New Product & Brand Extension
Types of Brand Extension
How Consumers Evaluate Extensions?
What Is A Brand
is a name, term, sign, sym
Mercedes-Benz 360-degree marketing
strategy increases sales 14pc
By Rachel Lamb
February 2, 2011
Mercedes is a marketing mastermind
Mercedes-Benzs multichannel marketing is undoubtedly why the brands
sales have sprung up 14 percent in the past month, foll
What Is Marketing?
A Set of Activities,
The Role of Marketing
The Marketing Communications Mix
Integrated Marketing Communications
strategic integration of
multiple means of
communicating with target
Define consumer behaviour and various factors affecting it?
Explain various functions of Marketing.
Explain various steps in building Brand Equity.
Elaborate significance of MIS as tool used by Business in contemporary scenario.
Define scope and expla
Successful and Unsuccessful Brand Extensions in the Indian MarketWhat is Brand Extension?
Brand Extension is when a parent brand breaks new ground and moves outside its product
category.Brand extension is thus Category extension.Examples:
What is a brand?
A name, term, design, symbol, or any other
feature that identifies one sellers good or service
as distinct from those of other sellers. The legal
term for brand is trademark. A brand may identify
one item, a family of it
Vanina Delobelle, PhD
The new integrated marketing
Integrated Marketing + Web 2.0 usages
A user centric approach !
Online + Offline
International Journal of Research and Development - A Management Review (IJRDMR)
Integrated Marketing Communication Strategies of Apple and
Asst. Professor, Dept of Business Administration with Computer Applications
Sri Krishna Arts a
12 Important Functions of
by Saritha Pujari Marketing
Marketing is related to the exchange of goods and services. Through its
medium the goods and services are brought to the place of consumption. This
satisfies the needs of the
IMC Planning process
There are typically six steps in the IMC planning process. Each are important in their own right and
can be applied to practically any business or organization, no matter the size or industry. While
your plan might utilize each market
Stages in Consumer Decision Making
An individual who purchases products and services from the market for his/her own personal
consumption is called as consumer.
To understand the complete process of consumer decision making, let us first go throug
The Benefits and Pitfalls
consulting | business development | merger and acquisition
Brand extension can either be taking product
to market faster or diluting the parent brand .
BRAND: A PART OF MARKTING MIX
the market is crucial
WHAT CAN INDIAN COMPANIES LEARN
FROM BIG BAZAAR
Indian retail sector is witnessing one of the most hectic marketing
activities of all times. The companies are fighting for mind share and heart
MARKETING STRATEGY OF BIG
Published: 23, March 2015
In this assignment, I have described its marketing strategies and promotional
The assignment is based on ' the effective marketing strategy which influences
customer to purchase
AND POSITIONING OF NIKE
Nike falls under niche marketing. They have a narrowly defined cus
What is 360 degree digital marketing?
A 360 degree approach is about taking an informed and holistic view of the entire customer
journey from discovery, all the way through to purchase, with an informed and data-led
action plan designed to move this proce
Principles of Marketing
Consumer Markets and
Consumer Buyer Behavior
Model of Consumer Behavior
Consumer buyer behavior refers to the
buying behavior of final consumers
individuals and households who buy goods
and services for personal consumption
DEFINE CONSUMER BEHAVIOUR AND EXPLAIN THE FACTORS
AFFECTING CONSUMER BEHAVIOUR.
Consumer behaviour is defined as "The study of individuals, groups, or
organizations and the processes they use to select, secure, use, and dispose of
products, services, expe
1) Define marketing research & its advantages
Definition: The process of gathering, analyzing and interpreting information about a
market, about a product or service to be offered for sale in that market, and about
the past, present and potentia
What is marketing?
is not ADVERTISING
is not SELLING
is not PROMOTION
The aim of marketing is to make
selling unnecessary. Peter
What is marketing?
Businesses need to sell