This document discusses various aspects of marketing mix decisions including product planning, product life cycle, new product development, segmentation, targeting, positioning, distribution channels, advertising, sales promotion, and pricing. It covers topics such as product innovation, diversification, development, standardization, and elimination. It also discusses new product development stages from idea generation to commercialization. Other sections cover segmentation, targeting, positioning, distribution channel functions, types of advertising media, and sales promotion. Finally, it examines factors that influence pricing and different pricing strategies.
Marketing Mix - Meaning, 4P’s of Marketing, Product, Product Characteristics and Classification, Differentiating through
Multiple Sources, Product Differentiation, Differentiation through
tangible and Intangible Benefits, Product line and mix decisions, Product life cycle and its marketing implications, Packaging, labelling, Warranties and Guarantees, Price, Pricing, Factors affecting price determination, Procedure for setting prices, Pricing policies and strategies, Place, Place Mix, Distribution Mix, Nature and importance of distribution channels, Types and functions of distribution middlemen, Channel management decisions, Retailing, Wholesaling, Promotion, Promotion Decision: Communication process, Promotion tools: Their
Characteristics and relative merits and limitations, Designing promotion campaign, Brands - The role of Brands, Scope of branding, Building brand equity, Measuring brand equity
History shows that new products success rate in the market is low due to various reasons. The presentation looks at innovation , new product development process , reasons of failure with examples and also proposes a framework for improving the success rate
Marketing mix is one of the major concepts in modern marketing. It is the combination of various elements which constitutes the company’s marketing system. It is set of controllable marketing variables that the firm blends to produce the response it wants in the target market. Though there are many basic marketing variables.
Intro to Marketing, Defining Marketing for the CenturyThe importance of Marketing, Scope of marketing, Core marketing Concepts,
the new realities of marketing, Company Orientation towards market place,
Marketing Mix concept, Scanning the marketing environment, Creating value
for customer both tangible and Intangible and Co-creation of value.
Marketing Mix - Meaning, 4P’s of Marketing, Product, Product Characteristics and Classification, Differentiating through
Multiple Sources, Product Differentiation, Differentiation through
tangible and Intangible Benefits, Product line and mix decisions, Product life cycle and its marketing implications, Packaging, labelling, Warranties and Guarantees, Price, Pricing, Factors affecting price determination, Procedure for setting prices, Pricing policies and strategies, Place, Place Mix, Distribution Mix, Nature and importance of distribution channels, Types and functions of distribution middlemen, Channel management decisions, Retailing, Wholesaling, Promotion, Promotion Decision: Communication process, Promotion tools: Their
Characteristics and relative merits and limitations, Designing promotion campaign, Brands - The role of Brands, Scope of branding, Building brand equity, Measuring brand equity
History shows that new products success rate in the market is low due to various reasons. The presentation looks at innovation , new product development process , reasons of failure with examples and also proposes a framework for improving the success rate
Marketing mix is one of the major concepts in modern marketing. It is the combination of various elements which constitutes the company’s marketing system. It is set of controllable marketing variables that the firm blends to produce the response it wants in the target market. Though there are many basic marketing variables.
Intro to Marketing, Defining Marketing for the CenturyThe importance of Marketing, Scope of marketing, Core marketing Concepts,
the new realities of marketing, Company Orientation towards market place,
Marketing Mix concept, Scanning the marketing environment, Creating value
for customer both tangible and Intangible and Co-creation of value.
Advertising Fundamentals and Media
Basics of Advertising: Concept and Features, Significance, Classification of Advertising, Integrated Marketing Communication (IMC) - Elements, Behavioural Model (E. K. Strong AIDA), DAGMAR Model (Russell Colley), Heirarchy of Effects (Lavidge and Steiners).
Ad Agency: Various Functional Department, Types, Measures for gaining and reasons for losing clients, Evaluation Criteria for Selecting an Advertising Agency.
Media: New Media Options, Forms of Digital Media, Media Objectives, Criteria for Selecting Suitable Media, Methods of Setting Advertising Budget
Evaluation and Control of Sales Performance
Sales Performance
Methods of Supervision and Control of Sales force
Sales Performance Evaluation Criteria
Sales Performance Review
Sales Management Audit
B. Measuring Distribution Channel Performance
Evaluating Channels
Control of Channel
C. Ethics in Sales Management
D. New Trends in Sales and Distribution Management
3 c's and 4c's plays very important role in any business in its management as well as in marketing. This presentation shows how to implement these factors to success your business.
Strategies that strongly position the company against competitor and give the company strongest possible strategic advantage.
Competitive Strategies helps in:
Building profitable customer relationships
Gaining competitive advantage
Analyzing their competitors
POSITIONING
COMPONENTS OF POSITIONING
MARKET POSITIONING MAP
5 EASY STEPS FOR BRAND POSITIONING
REAL EXAMPLES OF MARKET POSITIONING MAP
TYPES OF MARKET POSITIONING
PRODUCT POSITIONING PROCESS
APPROCHAES TO POSITIONING STRATEGY
Advertising Fundamentals and Media
Basics of Advertising: Concept and Features, Significance, Classification of Advertising, Integrated Marketing Communication (IMC) - Elements, Behavioural Model (E. K. Strong AIDA), DAGMAR Model (Russell Colley), Heirarchy of Effects (Lavidge and Steiners).
Ad Agency: Various Functional Department, Types, Measures for gaining and reasons for losing clients, Evaluation Criteria for Selecting an Advertising Agency.
Media: New Media Options, Forms of Digital Media, Media Objectives, Criteria for Selecting Suitable Media, Methods of Setting Advertising Budget
Evaluation and Control of Sales Performance
Sales Performance
Methods of Supervision and Control of Sales force
Sales Performance Evaluation Criteria
Sales Performance Review
Sales Management Audit
B. Measuring Distribution Channel Performance
Evaluating Channels
Control of Channel
C. Ethics in Sales Management
D. New Trends in Sales and Distribution Management
3 c's and 4c's plays very important role in any business in its management as well as in marketing. This presentation shows how to implement these factors to success your business.
Strategies that strongly position the company against competitor and give the company strongest possible strategic advantage.
Competitive Strategies helps in:
Building profitable customer relationships
Gaining competitive advantage
Analyzing their competitors
POSITIONING
COMPONENTS OF POSITIONING
MARKET POSITIONING MAP
5 EASY STEPS FOR BRAND POSITIONING
REAL EXAMPLES OF MARKET POSITIONING MAP
TYPES OF MARKET POSITIONING
PRODUCT POSITIONING PROCESS
APPROCHAES TO POSITIONING STRATEGY
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
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Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
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2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
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The French Revolution Class 9 Study Material pdf free download
Marketting Mix decisions
1. UNIT 3 - Marketing Mix decisionsUNIT 3 - Marketing Mix decisions
Product planning and developmentProduct planning and development
Product life cycleProduct life cycle
New product developmentNew product development
Marketing Segmentation, Targeting andMarketing Segmentation, Targeting and
positioning (Activity – Worksheet)positioning (Activity – Worksheet)
Channel ManagementChannel Management
Advertising and sales promotionAdvertising and sales promotion
Pricing objectives, policies, methodsPricing objectives, policies, methods
1.1Hallmark Business School
2. Product PlanningProduct Planning
Product planning is that part of marketing,Product planning is that part of marketing,
which is concerned with determining thewhich is concerned with determining the
products to be offered, deleted & diversificationproducts to be offered, deleted & diversification
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3. ObjectivesObjectives
1. To offer products based upon customer needs.1. To offer products based upon customer needs.
2. To diversify, to capitalize on the company’s strength.2. To diversify, to capitalize on the company’s strength.
3. To utilize the available resources more profitability.3. To utilize the available resources more profitability.
4. To decide on the elimination of non-profitable products.4. To decide on the elimination of non-profitable products.
5. To change the features of the product as per the changes in the5. To change the features of the product as per the changes in the
market.market.
6. For long-term survival.6. For long-term survival.
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4. Components of ProductComponents of Product
Planning:Planning:
1. Product Innovation1. Product Innovation
2. Product Diversification2. Product Diversification
3. Product Development3. Product Development
4. Product Standardization4. Product Standardization
5. Product Elimination5. Product Elimination
6. Product Mix & Product Line6. Product Mix & Product Line
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5. Product InnovationProduct Innovation
Innovation is required to keep up with the phaseInnovation is required to keep up with the phase
of changing market needs. According toof changing market needs. According to
Drucker, “Innovation will change customer’sDrucker, “Innovation will change customer’s
wants, create new ones, extinguish old ones &wants, create new ones, extinguish old ones &
create new ways of satisfying wants.”create new ways of satisfying wants.”
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6. Product DiversificationProduct Diversification
When a manufacturer offers more productsWhen a manufacturer offers more products
in different areas, it is referred asin different areas, it is referred as productproduct
diversification.diversification.
Eg: ITC entering into hotel business, sonyEg: ITC entering into hotel business, sony
entering into film production businessentering into film production business
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7. Product DevelopmentProduct Development
It involves introducing a new product eitherIt involves introducing a new product either
by replacing the existing one orby replacing the existing one or innovating ainnovating a
completely new product. It can either be brandcompletely new product. It can either be brand
extension or line extensionextension or line extension
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8. Product StandardizationProduct Standardization
It gives uniformity in terms of quality, economy,It gives uniformity in terms of quality, economy,
convenience & Valueconvenience & Value
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9. Product EliminationProduct Elimination
This involves an emotional decision ofThis involves an emotional decision of
withdrawing the existing product line. ation:withdrawing the existing product line. ation:
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10. Product Mix & Product Line:Product Mix & Product Line:
Product line is defined as a group of productsProduct line is defined as a group of products
offered by a company whichoffered by a company which
belongs to same family of products or similar to eachbelongs to same family of products or similar to each
other or substitutes. Eg: Product line of ponds forother or substitutes. Eg: Product line of ponds for
personal care products includes cold creams, talcumpersonal care products includes cold creams, talcum
powders, etc.powders, etc.
Product Mix is defined as combination of product linesProduct Mix is defined as combination of product lines
offered by a company. Eg: Product mix of Bajajoffered by a company. Eg: Product mix of Bajaj
includes two wheelers, home appliances, electricalincludes two wheelers, home appliances, electrical
appliances, financial products etcappliances, financial products etc
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14. New Product DevelopmentNew Product Development
Idea GenerationIdea Generation
Screening AnalysisScreening Analysis
Concept TestingConcept Testing
Business AnalysisBusiness Analysis
Product DevelopmentProduct Development
Test MarketingTest Marketing
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17. Idea GenerationIdea Generation
New product development starts with an idea.New product development starts with an idea.
The idea may come from any source.The idea may come from any source.
Ex: Competitors, Newspapers, Government,Ex: Competitors, Newspapers, Government,
Research & Development, Department, etcResearch & Development, Department, etc
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18. Screening AnalysisScreening Analysis
Here the company evaluates all ideas. TheHere the company evaluates all ideas. The
intention here is to avoid unnecessary expensesintention here is to avoid unnecessary expenses
by stopping further processing of unwantedby stopping further processing of unwanted
ideasideas
An idea is evaluated with reference to variousAn idea is evaluated with reference to various
factors such as consumer needs, investments,factors such as consumer needs, investments,
profitability, technology, etc.profitability, technology, etc.
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19. Concept TestingConcept Testing
In the stage the concept of the new is tested.In the stage the concept of the new is tested.
The co. evaluates whether the concepts wouldThe co. evaluates whether the concepts would
suit the co., requirements.suit the co., requirements.
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20. Business AnalysisBusiness Analysis
Here a detail financial analysis is done. It isHere a detail financial analysis is done. It is
carried out to find out the financial marketingcarried out to find out the financial marketing
competitive & manufacturing viability usually,competitive & manufacturing viability usually,
they analysis is done by the expertsthey analysis is done by the experts
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21. Product DevelopmentProduct Development
In this stage, product on paper is converted intoIn this stage, product on paper is converted into
a physical producta physical product
This is done by the engineering department orThis is done by the engineering department or
by the research & development department.by the research & development department.
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22. Test MarketingTest Marketing
Test marketing is defined as “developing aTest marketing is defined as “developing a
temporary Marketing Mix & introducing thetemporary Marketing Mix & introducing the
new product to a market called, the samplenew product to a market called, the sample
market to verify & analyze the market reactionmarket to verify & analyze the market reaction
for the new product”for the new product”
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24. 1.24
SegmentationSegmentation::
According to Philip Kotler, “It is theAccording to Philip Kotler, “It is the
subdividing of market into homogenous subsetssubdividing of market into homogenous subsets
of consumers where any subset may be selectedof consumers where any subset may be selected
as a market target to be reached with distinctas a market target to be reached with distinct
Marketing Mix”.Marketing Mix”.
Hallmark Business School
25. 1.25
TargetingTargeting
““The process of evaluating each marketThe process of evaluating each market
segment’s attractiveness and selecting on orsegment’s attractiveness and selecting on or
more segments to enter”more segments to enter”
Hallmark Business School
26. 1.26
PositioningPositioning
““The process by which marketers try to create orThe process by which marketers try to create or
build an image (identity) of their products orbuild an image (identity) of their products or
services in the mind of their targeted segment”services in the mind of their targeted segment”
Hallmark Business School
27. Channel of DistributionChannel of Distribution
According to Philip Kotler, “The distribution isAccording to Philip Kotler, “The distribution is
the set of all firms & individuals that assist in thethe set of all firms & individuals that assist in the
transferring thetransferring the
little of goods & services as they move fromlittle of goods & services as they move from
producers to customers.”producers to customers.”
It is also defined as “The root through whichIt is also defined as “The root through which
goods move from the place of production of thegoods move from the place of production of the
place of consumption.”place of consumption.”
1.27Hallmark Business School
28. Functions of the Channels:Functions of the Channels:
1. Channels of distribution helps, the goods & services to1. Channels of distribution helps, the goods & services to
move from the place of production to the place ofmove from the place of production to the place of
consumption, hence they create place utility.consumption, hence they create place utility.
2. Goods are brought by the channels when they are2. Goods are brought by the channels when they are
needed. Hence they create time utility.needed. Hence they create time utility.
3. A channel reduces complexity in the distribution system3. A channel reduces complexity in the distribution system
4. Inclusion of channel reduces the financial burden of the4. Inclusion of channel reduces the financial burden of the
producersproducers
5. They provide various services such as standardization,5. They provide various services such as standardization,
grading, etc.grading, etc.
6. They supply the market information to the producers6. They supply the market information to the producers
7. They help producers in promoting their sales.7. They help producers in promoting their sales. 1.28Hallmark Business School
29. AdvertisingAdvertising
The word “The word “Advertise” has been derived fromAdvertise” has been derived from
the word “Ad” which means “Turn” &the word “Ad” which means “Turn” &
“Verto”“Verto” meaning “meaning “towards”. Hence the termtowards”. Hence the term
advertising means to turn the attentionadvertising means to turn the attention
towards something.towards something.
1.29Hallmark Business School
30. The main objective of advertising may beThe main objective of advertising may be
explained in theexplained in the “AIDAS” formula,“AIDAS” formula,
wherewhere A=Attract the attention, I=CreateA=Attract the attention, I=Create
interest (read), D=Desire (like), A=Actioninterest (read), D=Desire (like), A=Action
(act), S=Satisfaction.(act), S=Satisfaction.
1.30Hallmark Business School
31. Kinds of Advertising MediaKinds of Advertising Media
Press Publicity or the Print MediaPress Publicity or the Print Media
Direct MailDirect Mail
Outdoor AdvertisingOutdoor Advertising
The Broadcast MediaThe Broadcast Media
Social MediaSocial Media
1.31Hallmark Business School
33. SALES PROMOTIONSALES PROMOTION
According toAccording to American MarketingAmerican Marketing
Association, Sales Promotion is “A group ofAssociation, Sales Promotion is “A group of
activities otheractivities other than advertising, personalthan advertising, personal
selling, & publicity that stimulates consumerselling, & publicity that stimulates consumer
purchasing & dealer’s effectiveness.purchasing & dealer’s effectiveness.
Eg: Discounts, Samples, Exhibition, etc.Eg: Discounts, Samples, Exhibition, etc.
1.33Hallmark Business School
36. Factors that affect pricingFactors that affect pricing
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37. Penetration PricingPenetration Pricing
A low price is set by the company to build upA low price is set by the company to build up
sales and market share. This may be done tosales and market share. This may be done to
establish position in a market with preexistingestablish position in a market with preexisting
similar products on offersimilar products on offer
1.37Hallmark Business School
38. Skimming PricingSkimming Pricing
Here, the initial price is set high and may slowlyHere, the initial price is set high and may slowly
be brought down. This will allow the companybe brought down. This will allow the company
to introduce the product step by step toto introduce the product step by step to
different layers of the market. different layers of the market.
1.38Hallmark Business School
39. Competition PricingCompetition Pricing
When trying to go head to head with competitorsWhen trying to go head to head with competitors
offering similar benefits, a company may decideoffering similar benefits, a company may decide
to:to:
a.a. price higher to create a higher quality perception or to price higher to create a higher quality perception or to
target a niche markettarget a niche market
b.b. price the same to show more benefits for the same price the same to show more benefits for the same
priceprice
c.c. price lower to try to gain a wider customer base price lower to try to gain a wider customer base
1.39Hallmark Business School
40. Product Line PricingProduct Line Pricing
Here, different products in the same range mayHere, different products in the same range may
be set at different prices.be set at different prices.
Television sets are priced differently dependingTelevision sets are priced differently depending
on whether they are HD or not, whether theyon whether they are HD or not, whether they
have wifi features of not and whether they arehave wifi features of not and whether they are
3D or not.3D or not.
1.40Hallmark Business School
41. Bundle PricingBundle Pricing
A group of products may be bundled togetherA group of products may be bundled together
and sold at a reduced price. Supermarkets oftenand sold at a reduced price. Supermarkets often
use this method through their ‘buy one get oneuse this method through their ‘buy one get one
free’ offers.free’ offers.
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42. Psychological PricingPsychological Pricing
Often a company will make small changes toOften a company will make small changes to
prices to make a customer think the item isprices to make a customer think the item is
priced lower than it is.priced lower than it is.
This is often seen in prices ending in 99. ForThis is often seen in prices ending in 99. For
example, an item market 199 will be perceived asexample, an item market 199 will be perceived as
closer in price to 100 than 200.closer in price to 100 than 200.
1.42Hallmark Business School
43. Premium PricingPremium Pricing
A high price is set to establish an exclusiveA high price is set to establish an exclusive
product of high quality. Designer cars andproduct of high quality. Designer cars and
premium brand stores are a good example ofpremium brand stores are a good example of
this type of pricing.this type of pricing.
1.43Hallmark Business School
44. Optional PricingOptional Pricing
A company may add optional extra items withinA company may add optional extra items within
the price to increase a product’s attractiveness.the price to increase a product’s attractiveness.
Car sellers may offer car insurance for the firstCar sellers may offer car insurance for the first
year for example.year for example.
1.44Hallmark Business School
45. Cost Based PricingCost Based Pricing
Simply, a company may determine the exact costSimply, a company may determine the exact cost
of producing and selling an objective, add aof producing and selling an objective, add a
markup that may be desirable for profits andmarkup that may be desirable for profits and
price accordingly.price accordingly.
This method may be used in a changing industryThis method may be used in a changing industry
where even costs of production arewhere even costs of production are
unpredictable.unpredictable.
1.45Hallmark Business School
46. Cost Plus PricingCost Plus Pricing
A percentage is added to the costs as a profitA percentage is added to the costs as a profit
margin to determine final price.margin to determine final price.
1.46Hallmark Business School
47. PromotionPromotion
Promotion is a part of an organizationPromotion is a part of an organization
marketing mix that is used to inform & persuademarketing mix that is used to inform & persuade
the market regarding its products & services.the market regarding its products & services.
1.47Hallmark Business School
48. Promotion mixPromotion mix
It is a combination of personal selling,It is a combination of personal selling,
advertising, sales promotion, publicity & publicadvertising, sales promotion, publicity & public
relations that helps an organization to meet itsrelations that helps an organization to meet its
marketing objectives.marketing objectives.
1.48Hallmark Business School
49. Communication Process inCommunication Process in
MarketingMarketing
Identifying the Target MarketIdentifying the Target Market
Determine the communication ObjectiveDetermine the communication Objective
Designing the MessageDesigning the Message
Selecting Communication ChannelsSelecting Communication Channels
Allocating of Promotional BudgetAllocating of Promotional Budget
Deciding on the Promotion MixDeciding on the Promotion Mix
1.49Hallmark Business School