AMB220 Lecture Notes - Lecture 3: Market Segmentation, Marketing Strategy, Target Market
4 May 2018
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AMB220- Lecture 3- week 3
Planning is defined as:
the process of deciding now what we are going to do later, including when and how we are going to
do it.
Review of the marketing plan
Situation Analysis
Marketing Objectives
Marketing strategy and program
implementation porgram
perfromance
Internal Factors:
1. Assess organisation and capabilities
2. Review programs and results
3. Assess brand image and implications
4. Strengths and weaknesses of product or services
5. Packaging and labelling
External Factors:
1. Customer Analysis
2. Competitive Analysis
3. Environmental Analysis
THE IMC AUDIT
IMC audit: an in-depth research method that evaluates and monitors key IMC processes to see
whether they are being effectively managed.
It determines any gap between what managers say is being done and what is actually being
managed.
-differences between perception and actual performance could have huge financial consequences
for the organisation.
IMC Strategic Decisions
-Products cannot satisfy all customers’ needs
-Different strategies to each
The target marketing process
Identifying markets with unfulfilled needs
Determining market segmentation- based on different responses people have to advertising
Selecting market to target
Positioning through marketing strategies
find more resources at oneclass.com
find more resources at oneclass.com
