Académique Documents
Professionnel Documents
Culture Documents
Nazia Choudhury
Lecturer
School of Business
ULAB
MARKETING AND PROMOTIONS PROCESS MODEL
Positioning Resellers
2
through
marketing
strategies Purchase
MARKETING STRATEGY AND ANALYSIS
3
THE TARGET MARKETING PROCESS
Identify markets with unfulfilled needs – this isolates
consumers with similar lifestyles, needs, and wants
5
Take marketing actions to reach target segments
BASES FOR SEGMENTATION
CUSTOMER CHARACTERISTICS
8
LOW
SELECTING A TARGET MARKET
10
DEVELOPING A POSITIONING STRATEGY
What position do
we have now?
The
Position
Use or Application?
Product Class?
Product User?
Competitor?
12
Cultural Symbols?
DEVELOPING THE MARKETING
PLANNING PROGRAM
Product decisions
Branding
Packaging
Price decisions
13
BRANDING AND PACKAGING ARE LINKED
Product Decisions
BRANDING PACKAGING
14
PRICING DECISIONS
Demand
Mental activity
Competition
Behavioral effort
Perceived value
15
DISTRIBUTION CHANNEL DECISIONS
Selecting
Distribution
Channel Managing
Decisions
Motivating
16
DISTRIBUTION INTERMEDIARIES
Brokers
Distributors
Distribution
Channel
Intermediaries
Wholesalers
Retailers 17
PROMOTIONAL STRATEGY: PUSH OR PULL?
Producer Producer
Wholesaler Wholesaler
Retailer Retailer
Consumer Consumer
18
Information Flow
19