Marketers know that to be successful they most understand their buyers and
potential buyers and develop specific strategies to best reach them. These include
the identification of market opportunities, market segmentation, target marketing and
positioning, and marketing program development. As can be seen in the lead-in to
this chapter, this is often a challenging task.
In this chapter, we take a closer look at how marketing strategies influence the
role of promotion and how promotional decisions must be coordinated with other
areas of the marketing mix. In turn, all elements of the marketing mix must be
consistent in a strategic plan that results in an integrated marketing communications
program. We use the model in Figure 2–1 as a framework for analyzing how promotion
fits into an organization’s marketing strategy and programs.
This model consists of four major components: the organization’s marketing strategy
and analysis, the target marketing process, the marketing planning program
development (which includes the promotional mix), and the target market. As the
model shows, the marketing process begins with the development of a marketing
strategy and analysis in which the company decides the product or service areas and
particular markets where it wants to compete. The company must then coordinate
the various elements of the marketing mix into a cohesive marketing program that
will reach the target market effectively. Note that a firm’s promotion program is
directed not only to the final buyer but also to the channel or “trade” members that
distribute its products to the ultimate consumer. These channel members must be