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STC0307 integrated advertising, promotion and marketing communications chapter 4

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The three components and analysis of the IMC planning context
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Customers, competitors and communications.
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What for categories of customers are examined when analyzing the IMC planning context?
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Current customers, former customers, potential new customers, competitors customers.
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What three types of research are used when analyzing the competition?
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Identify competitors, gather data about competitors, study what others say about competitors
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Market segment
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A set of businesses or group of individual consumers with distinct characteristics.
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Market segmentation
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Consists of identifying specific consumer and business groups based on their needs, attitudes and interest.
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Methods of segmenting consumer markets
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Demographics, psychographics, generations, geographic, geodemographics, benefits, and usage
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Geodemographic segmentation
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Identify potential customers using demographic Geographic and psychographic information
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Geo-targeting
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Built in GPS devices allowed marketers to expand marketing in a geographic area
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Benefit segmentation
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Uses demographic and psychographic information to identify segments
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Business to business market segmentation
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Group similar organizations into meaningful clusters
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Methods of segmenting business to business markets
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Industry(NAICS code), size of business, geographic location, product usage, and customer value
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NAICS Coding system
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Has 20 broad sectors using six digit codes each sub categories
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Product positioning
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The perception in the consumers mind of the nature of the company and its products relative to competition
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Positioning features
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Quality of product, price, method of distribution, packaging, image, and other factors.
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Two positioning elements stand out
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Customer perception and product relative to competition
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Product positioning approach
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Attributes, competitors, use or application, price, product user, product class, cultural symbol
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Communication objectives
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Tie organizations context, target market and positioning approach to budget figures and I am see components