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1Mar k et i ngConc ept–2SWOT–St r engt h,Weak nes s ,Oppor t uni t y ,Thr eat s 3TheMar k et i ngP’ s 4510Pur c has edeci s i onpr oces sf orB2BandCons umerMar k et i ng 8Pur c has erCons i der at i onSet 9Whati sPRI ZM 1213Pr i nc i pl esofSegment at i on 6Cor eCompet enc y 7Mar k et i ngFunnel 11Br andEqui t y 1719Poi nt sofpar i t yandpoi nt sofdi ffer enc e 20Pr oductLi f ec y c l eSt ages 14151621Br andLi ne,Br andMi x ,Br andl i neex t ens i ons ,Mas t erBr and 23Pr i ceSens i t i v i t y 2426Pus h,Pul lSt r at egi es 2527Ver t i c alandHor i z ont al Mar k et i ngSy s t em 3132Defi ni t i onofandex ampl esofamedi aChannel 2930Defi ni t i onandper c ept i onsofPr i v at eLabel Br ands 28Shar eofVoi ce18I nt egr at edMar k et i ngCommuni c at i ons( I MC) 22Ex ampl esofConsumerPr omot i onT echni ques 33Communi cat i onsBudget i ngTec hni ques...