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MARKETING | |
MARKETING
MARKETING COMMUNICATION 6 |
| | 6 OF MARKETING
COMMUNICATION MIX
¬ OF MARKETING COMMUNICATION
MIX.
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OF
COMMUNICATION.
DEVELOPING & DESIGNING ¬
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Marketing communications is a
subset of the overall subject area
known as marketing.
The word communication comes
from the Latin word communis,
meaning common. When we
communicate we try to establish a
' ' with someone, that
is we try to share information, an
idea or an attitude.
9 9
6
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m Marketing has a marketing ] CUSTOMER SOLUTION
mix that is made of price,
place, promotion, product 6 |
(known as the four P's), that ] CONVENIENCE
includes people, processes
and physical evidence, when 6|
marketing services (known
as the
6) for ] COST
customer satisfaction at a
6 9
Companyǯs profit.
] COMMUNIC TION
Ñ
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Marketing
6
communications is
]
Ǯ6 ' from the ] 6
]
6
marketing mix, Also ] 6
{
termed as
]
6
] 6
]
. ] 6
]
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The practice of blending ] 6
] 6
different elements of the
marketing
communication mix in ] 6
6
mutually reinforcing
ways.
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It includes
with
your target audience. The marketing
communication mix is the heart of the marketing
strategy, If business consists of creating
value and creating customers.
Improves the companyǯs ability to the
at the
at the
with the
has to be communicated?
a marketer communicates?
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m Determine how buyers purchase a
particular offering.
6
{
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Informs, persuades and reminds
Is part of the marketing mix
(6
)
Includes all the means by which
a company communicates
directly with potential
customers.
Attempts to influence feelings,
beliefs, or behaviour. an opinion
or obtain a response.
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Communication is necessary to inform
buyers of the following:
The of an offering
The
of the offering
The
of obtaining
and using the offering
Not only informs, but is also used to
the sellerǯs
products/services.
Promotional management in terms
of
development,
implementation, and evaluation.
This brings about
Ñ
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Constant Improvement
Shared Passion, Vision &
Organization Culture
Customer Focus
Speed
Execution
Improvements In Basic
Operations
Community Involvement
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REPEAT BUSINESS
PR/BRAND MANAGEMENT
ͻ Maintain AID
NEW BUSINESS
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INTERPERSONAL MASS
COMMUNICATION COMMUNICATION
9
9 9
6 {| 6| 6 6 |
DIRECT
ADVERTISEM SALES PERSONAL PUBLIC
PUBLICITY MARKETING/
ENT PROMOTION SELLING RELATIONS
EMARKETING
MERCHANDIS WORD-OF-
SPONSORSHIP TRADE FAIRS EXHIBITIONS BRANDS
ING MOUTH
6
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Impersonal, one-way mass communication about a
product or organization that is paid for, by a marketer.
Can reach a mass audience
Introduces products, Increasing Brand Recognition
Builds brand image; may stimulate short-term sales
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TRADITIONAL ADVERTISING MEDIA NEW ADVERTISING MEDIA
ͻ Message Inconsistency
ͻ Conflict between sales force and
Management
ͻ High cost
DISADVANTAGES ͻ Poor Reach
ͻ Ethical Concerns.
6|
Public information about a company, good,
or service appearing in the mass media as a
news item, which is free to the company.
Building good relations with various
publics.
Communication mode is indirect and non-
personal
Appeal to large public.
Different from Advertising as Advertising
buys its way into the media.
Publicity is presented as it is DzNewsworthydz.
6|
ͻ Catches people attention
off guard.
ͻ Communication to large
audience at a time
ADVANTAGES ͻ More Credible than
advertising.
ͻ Impersonal
ͻ May not inform the other
side of the product that
customer wants
DISADVANTAGES
ͻ Has less control over the
message content.
ͻ Now-a-days, Cost is involved
in Publicity
6|
The marketing function that
evaluates public attitudes, identifies
MEDIA
areas within the organization that the
CUSTOM EMPLOY
public may be interested in, and executes ERS EES
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