The IMC Foundation - The IMC planning process
24 important questions on The IMC Foundation - The IMC planning process
What are the three c's?
What are the 6 steps in the IMC planning process?
- Target markets
- Market segmentations
- Positioning strategies
- Communications objectives
- IMC compotnents
What are 4 kinds of customers?
- Formet customers
- Potential new customers
- Competitor's customers
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What are the methods of segmenting consumer markets?
-Pshychographics
-Generations
-Geographic
-Geodemographics
-Benefits
-Usage
What are 3 forms of communications?
- Industry communications
- Competitor communications
What is geodemorgraphic segmentation?
What is the VALS 2 typology psychographic segmentation?
-Innovators
-Thinkers
-Achievers
-Experiencers
-Believers
-Strivers
-Makers
-Survivors
What is usage segmentation?
What are the methods of segmenting business-to business markets?
-Size of business
-Geopgraphic location
-Product usage
-Customer value
What are product positioning approaches?
-Competitors-using them to establish position
-User or application-
-Price quality relationship
-Product user- who might use it?
-Product class-coca cola with orange juice?
-Cultural sumbol-coca cola being seen as american
Name three communication objectives:
-Increase category demand
-Change customer believes or attitudes
What is a benchmark measure?
What is the threshold affect:
What is the sales response function curce?
What is the concave downward function?
What are the wear-out effects?
What are decay effects?
What is meet the competition budget?
What is an objective and task budget?
What is a pay-out planning budget?
What is a cultural assimulator?
What are the 4 criteria for a viable market segment?
- Market segment is Different from population as a whole and distinct from other market segments
- Large enough
- Reachable
What are the 6 IMC components?
- Trade promotions
- Consumer promotions
- Media spending
- Alternative media spending
- B2B media spending
What are 7 Globally integrated marketing communication tactics(GIMC)?
- Borderless marketing plan
- Thinking globally but acting locally
- Local partnerships
- Communication segmentation strategies
- Market communication analysis
- Solid communication objectives
The question on the page originate from the summary of the following study material:
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