MKTG 330 Chapter Notes - Chapter 2: Costs In English Law, Target Market, Brand Equity
Document Summary
Chapter 2: the role of imc in the marketing process. Learning objectives: to understand the marketing process and the role of advertising and promotion in an organization"s integrated marketing program. To understand the concept of target marketing in an integrated marketing communications program. To recognize the role of market segmentation and its use in an integrated marketing communications program. To understand the use of positioning and repositioning strategies: to know the various decision areas under each element of the marketing mix and how they influence and interact with advertising and promotional strategy. Millennials have become a part of a sharing economy , in which everything from homes to automobiles is shared rather than purchased. To be successful, marketers must understand their buyers and potential buys and develop specific strategies to reach them. Includes identifying: market opportunities, market segmentation, target marketing and positioning, and, marketing program development.
