Chapter 2

The Role of IMC in the

Marketing Process

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998

The Marketing and
Promotional Process
• The marketing strategy and plan

• The target marketing process

• Marketing planning program

development

• The target market

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 2-1

 The Target Market Process

I d e n t if y in g D e t e r m in in g S e le c t in g a P o s it io n in g
m a r k e t s w it h m a rk e t m a rk e t t h r o u g h m a r k e t in g
u n f u lf ille d n e e d s s e g m e n t a t io n to ta rg e t s t r a t e g ie s

Slide 2-2
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Figure 2-2
Market Breakdown by Product in
the Beer Industry
16% 7% Popular
3%
Imports

Domestic
12% 25%
Premium
Light

37%
Slide 2-3
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Figure 2-3
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

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 2-4

Developing a Positioning Strategy
• Attribute/benefit Apple computer
• Price/quality Oneida
• Use or application Arm & Hammer
• Product class Butter or margarine
• Product user Dewar’s
• Competitor Avis
• Cultural symbol Jolly Green Giant
• Repositioning Rolling Stone
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 2-5
 Determining the Positioning
Strategy
1. Identifying competitors
2. Assessing consumers' perceptions of competitors
3. Determining competitors' positions

4. Analyzing consumers' preferences

5. Making the positioning decision

6. Monitoring the decision

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 2-6