Question & Answer: Discuss the role that IMC assumes in the marketing mix. That is, how is this element of the mix…..

Discuss the role that IMC assumes in the marketing mix. That is, how is this element of the mix coordinated with pricing, distribution, and product functions? As the media environment changes, explain how this impacts the role of advertising and promotion. Why is the IMC process different than it was, say, 20 years ago? Discuss the difference between benefit and demographic segmentation. Give examples of companies employing each. Is it possible for a company to employ both forms of segmentation simultaneously?

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Answer

5. Benefit segmentation is basically segmenting or dividing the market based upon the perceived values , benefits and values received by the customers from the organizations products or services and demographic segmentation is basically segmenting or dividing the markets based upon the demographics of the customers such as race , age , religion , gender , ethnicity , income etc . So the basic difference between benefit segmentation and benefit segmentation is that in demographic segmentation we divide the market based upon its demographics described earlier and in benefit segmentation we divide the market based upon perceived value of benefits received by customers . Prominent examples of benefit segmentation are cell phone companies which through their cell phones in different price categories target different categories of customers & prominent examples of segmentation are apparell companies which come up with different categories & range of apparels for men & women .

Yes a company can employ both form of segmentation . In fact it is always better to employ both these segmentations simultaneously to reap more benefits . If we take the example of cell phone companies they do come up with different colours for men and women to segment them demographically and then within these segments segmentation is done based upon perceived value of benefits received by customers by keeping different priceranges for different economic classes of customers .

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3. Integrated Marketing Communication is an important element of the marketing mix because it is essential and important that customers knows about the company’s product’s function & its quality or values , the price of products and where this product is available . Unless he or she will not have these informations his or her buying action will not happen and these informations or key inputs are provided by the integrated marketing communication from the company’s side or in common parlance we call it as product promotion . With out it marketing mix is incomplete because unless organization will not communicate to the customer the product’s functions & its values , its price and its distribution the organization’s buying will not be initiated and will not happen .So this element is very well coordinated with product pricing , product distribution and product functions.

4. Media environment does impact the role of advertising and promotion . For example if it is a one to one communication through personal visits or through telephones or emails or through messaging through social media the advertising and promotion is designed as per the person on whom the advertising and promotion is directed . And if the advertsing and promotion is through print media or mass media like television or radio then interests of population will be taken into account and advertising and promotion content will be designed accordingly . Today advertising and promotion is different from what it was there 20 years ago because earlier it was more specific on what is the direct need of the customer and now it is more about generating needs as well . Prime example are smart phones and their extra features how they have evolved and how they have become a need for the customers .

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