2. What is Marketing? n Classical (narrow) definition: n Modern (broad) definition, AMA 1985:

3. Definition of Marketing n Marketing is the process of matching an organization’s resources with marketplace opportunities. n Marketing is delivering promised value. n Marketing is creating superior value for all. n Marketing is the process of identifying and establishing, maintaining, enhancing and, when necessary, terminating, relationships with customers and other stakeholders, at a profit, so that the objectives of all parties involved are met, where this is done by a mutual giving and fulfilling of promises.

4. What is Promotion? n Marketing Mix - 4 Ps for goods marketing - 7 Ps for service marketing n Promotion (MC):

5. Promotion Mix/Tools The Promotional Mix

6. What is IMC & Why? n a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency, and maximum communications impact.

7. An Integrated Marketing Communications Planning Model

8. An Integrated Marketing Communications Planning Model (cont.)

9. The Role of IMC in the Marketing Process Promotional Decisions (promotion mix) Ultimate Consumers Consumer Business Re- sellers Identifying Markets Segmen- tation Target Selection Positioning Strategy Opportunity Analysis Competitive Analysis Target Marketing Product Decisions Pricing Decisions Channel decisions Marketing Strategy and Analysis Target Marketing Process Marketing Planning Program Development Target Market Promotion to trade Purchase Promotion to final buyer

10. Market Segmentation n Why and how do we do market segmentation? n What bases/variables could be used for market segmentation? Examples?