2 2 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 Strategy and Analysis Target Marketing Process Identifying markets Marketin

2 2 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 Strategy and Analysis Target Marketing Process Identifying markets Marketing Planning Program Development Promotional decisions •advertising •direct marketing •internet/ interactive marketing •sales promotion •publicity and public relations •personal selling Target Market Promotion to final buyer Product decisions Pricing decisions Channel of distribution decisions Competitive analysis Market segmentation Selecting a target market Positioning through marketing strategies Promotion to trade Resellers Ultimate customer •Consumers •Businesses Target marketing Purchase .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. 2. Finding ways to group consumers according.

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