Integrated Marketing
Learning outcomes:
After completing this study unit you should be able to
demonstrate an understanding of all the activities involved in
integrated marketing
Aim
To help you develop an understanding of integrated marketing. To
understand integrated marketing, it is necessary to gain insight into how
a marketer should consider the marketing concept in their marketing
decisions, analyze the marketing environment, segment the market
[using marketing research and a marketing information system] , then
develop a marketing mix appropriate for the target market.
Getting an overview
Marketing strategy is often defined as identifying a target market and
developing a marketing mix aligned with that target market. The
marketing department performs a number of activities before selecting
a target market, such as: B. the analysis of the marketing environment
, by means of market research and the segmentation of the market into
homogeneous market segments.
Case scenario
John Reverent has just returned from a business trip to the United
States. During his visit, he was introduced to a revolutionary new solar
panel that is much cheaper than existing solar panels. These solar panels
are designed to generate electricity by using the sun as an energy source
and are typically used where regular electricity is not available. John
estimates he can sell the product much cheaper than his competitors
who are still selling the old technology. He believes the product will be
successful in rural areas.
Learning outcomes:
After completing this study unit you should be able to
demonstrate an understanding of all the activities involved in
integrated marketing
Aim
To help you develop an understanding of integrated marketing. To
understand integrated marketing, it is necessary to gain insight into how
a marketer should consider the marketing concept in their marketing
decisions, analyze the marketing environment, segment the market
[using marketing research and a marketing information system] , then
develop a marketing mix appropriate for the target market.
Getting an overview
Marketing strategy is often defined as identifying a target market and
developing a marketing mix aligned with that target market. The
marketing department performs a number of activities before selecting
a target market, such as: B. the analysis of the marketing environment
, by means of market research and the segmentation of the market into
homogeneous market segments.
Case scenario
John Reverent has just returned from a business trip to the United
States. During his visit, he was introduced to a revolutionary new solar
panel that is much cheaper than existing solar panels. These solar panels
are designed to generate electricity by using the sun as an energy source
and are typically used where regular electricity is not available. John
estimates he can sell the product much cheaper than his competitors
who are still selling the old technology. He believes the product will be
successful in rural areas.
