4. 6W1H
What Product , Service, Brand
Who Segmentation, Targeting
Where Place, Channel Distribution
When Timing, Seasonal, Lifecycle
Why Positioning, Differentiation
Who else (Whom) Influencer, Family, Friends
How Consumer’s Decision Making, Buying Decision Process
4
18. Marketing and Promotion Process Model
Marketing Target Marketing
Marketing Planning
Strategy and and Positioning Target Market
Program Development
Analysis Process
Promotion to
Identifying final buyer
Opportunity market Product Promotional
analysis decision decision
• Advertising
Market • Direct
Segmentation marketing Ultimate
Internet/ consumer
• Interactive Interactive
Competitive Pricing
decision marketing
analysis • Sales • Consumer
Selecting a promotion • Business
target market • Publicity
and public Promotion to
Consumer Channel-of- relations trade
analysis distribution • Personal
(Target decision selling
Positioning Resellers
marketing)
Purchase
18