MCS 3620 Lecture 2: Marketing Communications

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Tim Dewhirst

Document Summary

1. 2 effectively employing imc involves: highly targeted customer focused strategy, consistent brand positioning, diverting resources toward a variety of media, producing synergistic effects, greater use of databases; new expectations from marketing communication suppliers to assist in database development, an ongoing process driven by measurable objectives. 2. 1 market segmentation: identify target audience: marketing strategy: specifies a target market and a related marketing mix, target market: a fairly homogeneous (similar) group of customers to whom the company wishes to appeal, market segmentation: the process by which the total potential market for a product is divided into smaller parts or segments, in most instances, the total potential market for a product is too diverse or heterogeneous to be treated as a single target market, segments are created by grouping customers together according to their characteristics or needs (resulting segments are homogeneous with respect to these dimensions)