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Role of IMC in Marketing Process (Market positioning (Attributes and…
Role of IMC in Marketing Process
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Marketing strategy
Opportunity analysis
Market opportunities
Competitive analysis
Competitve advantage
Target market selection
Target marketing process
Identifying markets
Market segmentation
Basis for segmentation
Geographic
Demographic
Psychographic
Behavioristic
Benefit
Selecting a target market
Determine how many segments to enter
Differentiated marketing
Concentrated marketing
Undifferentiated marketing
Determine which segments offer the most potential
Market positioning
Attributes and benefits
Salient attributes
Use and application
Price and quality
Product class
Product user
Cultural symbols
Competitor
Repositioning
Marketing planning program
Product decisions
Branding
Packaging
Price decisions
Distribution channel decisons
Promotional strategies: Push or Pull?