The Role of IMC in the Marketing ProcessThe Role of IMC in the Marketing Process

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

ProductDecisions

PricingDecisions

DistributionDecisions

ProductDecisions

PricingDecisions

DistributionDecisions

OpportunityAnalysis

CompetitiveAnalysis

TargetMarketing

IdentifyingMarkets

MarketSegmentation

Selecting aTarget Market

PositioningThroughMarketingStrategies

PromotionalDecisions• Advertising• Direct

Marketing• Interactive

Marketing• Sales

Promotion• Publicity and

Public Relations• Personal Selling

Resellers

UltimateConsumer

• Consumers

• Businesses

Promotionto FinalBuyer

PromotionTo Trade

OpportunityAnalysis

CompetitiveAnalysis

TargetMarketing

IdentifyingMarkets

MarketSegmentation

Selecting aTarget Market

PositioningThroughMarketingStrategies

PromotionalDecisions• Advertising• Direct

Marketing• Interactive

Marketing• Sales

Promotion• Publicity and

Public Relations• Personal Selling

UltimateConsumer

• Consumers

• Businesses

Marketing and Promotions Process Model

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin