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Market research will be able to ascertain all of this information for the team. During the promotion process, the marketing team will decide which segments to target, and why.

The process goes through the following steps:īy dividing consumers into segments, the marketer is better able to meet consumer needs, and increase positive response. This process is called the marketing mix. The strategy will define the consumer, the best way to reach them, and what the message should be. The first step for the marketer is to develop a marketing communications strategy. Smaller businesses, with fewer resources, might use direct selling until they have a larger budget for advertising. Large companies might choose to do a national campaign, especially if the brand is already familiar to the consumer. Research is done that details market research, segmentation, and budget. Promotion is when a business decides which forms of communication it wants to use in their marketing plan. Once the plan has been developed, a budget is set for the promotional campaign.

Using research on segments of the target audience, a marketing plan is written. The marketer must choose which is the best form of promotion for the target audience, so he or she will develop a marketing plan.Ī business must have a marketing plan in order to produce, communicate, and sell products and services. Promotion is a combination of all forms of communication to the customer, including advertising and public relations. A marketer uses the four P's - product, price, place, and promotion - to communicate with the consumer. Marketing is the bridge between the product and the customer.