Chuyên viên quảng cáo (IMC) - Chương 2: Vai trò của IMC trong quy trình marketing
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The Role of IMC in the
Marketing Process
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Marketing and Promotions Process Model
Marketing Target
Strategy and Marketing Planning Target Market
Marketing Program Development
Analysis Process
Promotion to
final buyer
Identifying Product Promotional
markets decisions decisions
•advertising
•direct
Ultimate
Competitive Pricing marketing
Market customer
analysis decisions •internet/
segmentation •Consumers
interactive
Promotion •Businesses
marketing
•sales to trade
Selecting Channel of
Target a target distribution promotion
•publicity Resellers
marketing market decisions
and public
Positioning relations
through •personal
Purchase
marketing selling
strategies
The Target Marketing Process
Identify markets with unfulfilled needs
Determining market segmentation
Selecting market to target
Positioning through marketing strategies
Five-Step Segmentation Process
1. Finding ways to group consumers
according to their needs.
2. Finding ways to group marketing actions,
usually the products offered, available to
the organization.
3. Developing a market/product grid to
relate the market segments to the firm’s
products and actions.
4. Selecting the product segments toward
which the firm directs its marketing
actions.
5. Taking marketing actions to reach target
segments.
Bases for Segmentation
• Geographic Segmentation
– State - region - country - climate
• Demographic Segmentation
– Age, sex, income, education, occupation,
social class
• Psychographic Segmentation
– AIOs, (Activities, Interests, Opinions)
– VALS (Values and Lifestyles)
– Personality traits
• Behavioristic Segmentation
– Usage, loyalties, occasions.
• Benefit Segmentation
– Types of specific needs or wants to be
satisfied.
Selecting a Target Market
Determining How Many Segments To Enter
Undifferentiated Marketing – offering one product or
service to the entire market
Differentiated marketing – competing in a number of
segments with separate marketing strategies for each
Concentrated Marketing – focusing on one market
segment
Determining Which Market Segments
Offer the Most Potential
Determine sales potential of the segment
Determine opportunities for growth of the
market segment
Analyze the competition in the segment
Analyze the company’s ability to compete in
the market segment
Decide how to compete in the market segment
Segmentation Decision Check List
Can the size of the market
segment be measured?
Is the market segment large and
profitable enough to serve?
Is the segment identified
accessible? Can it be reached
effectively and efficiently?
Can effective marketing programs
be developed to attract and serve
the segment identified?
The Positioning Process
Positioning Concept
The desired perception or
association management wants
target customers to have for a
firm and/or its products
Positioning Effectiveness Positioning Strategy
The extent to which management’s The combination of marketing
positioning objectives are achieved
Market actions used to portray the
positioning concept to targeted
in the market target Target buyers
Positioning of the brand
The positioning of the brand by
the buyers in the market target
JetBlue Airways positions itself as a low price
airline with great service
Positioning Strategy Development Process
1. Identify the competitors
2. Assess perceptions of them
3. Determine their positions
4. Analyze consumer preferences
5. Make the positioning decision
6. Monitor the position
Product/Service and Brand Positioning
BASIC QUESTIONS TO ASK
1. What position, if any do we currently hold in the mind
of customers?
2. What position do we want to hold?
3. Whom do we have to compete against to establish this
position?
4. Do we have the resources to occupy and hold the
position?
5. Can we stay with one consistent positioning strategy?
6. Does our marketing and advertising match our
positioning strategy?
Approaches to Positioning A Product/Service
or Brand
1. By Product or Service Attributes and
Benefits
2. By Price/Quality
3. By Use or Application
4. By Product Class
5. By Product or Service User
6. By competition
7. By cultural symbols
Positioning by cultural symbol
Source: Courtesy The Pillsbury Company
Product Decisions
A product is a bundle of benefits or values that
A product is a bundle of benefits or values that
satisfies the needs of consumers
satisfies the needs of consumers
Product symbolism refers to what a product or
brand means to customers
Product quality, branding, packaging, and
company name contribute to product image
Branding:
– Brand name communicates attributes and meaning
– Advertising creates and maintains brand equity which
results from the image and/or impression of a brand
The Value of Strong Corporate and/or
Brand Identity
Strong corporate/brand equity:
Creates more options for competing against
lower-priced competitors
Builds customer loyalty
Makes it easier to withstand economic
fluctuations and marketing crises
Allows companies to sell products/services at a
premium price and maintain larger profit
margins
Can facilitate brand and line extensions
Makes customer response more inelastic to
price increases and elastic to price decreases
Crest uses its strong brand equity to launch
a line extension
Packaging
Traditional functions of packaging:
economy, protection, storage
Packaging has become increasingly
important because:
self service emphasis of many stores
buying decisions made at point-of-
purchase
often customers first exposure to product
Packaging is a way to communicate
to consumers
Arm & Hammer Promotes New Packaging
Source: Courtesy Church & Dwight Co., Inc.
Pricing Decisions
Price must be consistent with perceptions of
the product
Higher prices communicate higher product
quality
Lower prices often reflect bargain or “value”
perceptions
A product positioned as high quality while
carrying a lower price than competitors may
confuse customers
Price, advertising and distribution must be
unified to create the position for the product or
service.
