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Advertising and Promotion Education PowerPoint Presentation

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Slide 1 - Chapter 2 The Role of IMC in the Marketing Process The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill
Slide 2 - Marketing and Promotional Process Marketing Strategy Analysis Opportunity Analysis Competitive Analysis Target Marketing Target Marketing Process Identifying Markets Market Segmentation Select target Market Positioning Through Marketing strategies Product Decision Pricing Decision Channel of distribution Decision Promotional Decisions Advertising Direct Marketing Sales Promotion Publicity Personal Selling Public Relation Target Market Ultimate Consumers Individuals Business Resellers Purchase Marketing Planning Programs development
Slide 3 - The Marketing and Promotional Process The marketing strategy and plan The target marketing process Marketing planning program development The target market The McGraw-Hill Companies, Inc., 1998 Slide 2-1 Irwin/McGraw-Hill
Slide 4 - The Target Market Process The McGraw-Hill Companies, Inc., 1998 Slide 2-2 Figure 2-2 Irwin/McGraw-Hill
Slide 5 - Steps in the Segmentation Process Finding ways to group consumers according to their needs Finding ways to group the marketing actions available to the organization Developing a market -product grid Selecting the target segments Taking marketing actions to reach segments The McGraw-Hill Companies, Inc., 1998 Slide 2-4 Irwin/McGraw-Hill
Slide 6 - Developing a Positioning Strategy Attribute/benefit Price/quality Use or application Product class Product user Competitor Cultural symbol Repositioning Apple computer (easy Use) Mercedes Arm & Hammer Butter or margarine Dewar’s Avis/Hertz Jolly Green Giant, McDonald Kmart The McGraw-Hill Companies, Inc., 1998 Slide 2-5 Irwin/McGraw-Hill
Slide 7 - Determining the Positioning Strategy 1. Identifying competitors all competitors 2. Assessing consumers' perceptions of competitors which attributes are important to consumers. 3. Determining competitors' positions to attributes and other competitors. 4. Analyzing consumers' preferences 5. Making the positioning decision 6. Monitoring the decision The McGraw-Hill Companies, Inc., 1998 Slide 2-6 Irwin/McGraw-Hill