The role of marketing communications

Presenting and exchanging information with various stakeholders, both individual s and organisations, to achieve specific results Refers to the communication mix or promotional mix o Public relations o Advertising o Personal selling o Direct Marketing o Sales promotion o Corporate image (not always included) Internal marketing how well communicated to the staff around the world are the m issions, values, objectives, priorities and procedures External marketing how appropriate is the range of services, pricing structure, promotional effort, and distribution channels to the different consumer groups a round the world Interactive marketing How effectively and appropriately do staff around world d al with each of the customer stakeholder groups Interactive marketing Essential for staff around the world to deliver consistent service Staff are trained how to communicate with stakeholders in a consistent way, take appropriate decisions that fit with the strategy and deliver a standardised ser vice, so that the reputation of the organisation is enhanced Internal marketing Key task is to ensure that all staff in its business units around the world are aware of the strategies, tactics, priorities and procedures to achieve the firms mission and objectives Closer collaborations with supply chain and distribution channel members, worth with joint venture and strategic alliance partners and participate in marketing networks Staff in remote locations often overlooked or receive messages that become uncle ar as they cross cultural and language boundaries External marketing Traditional role concerned with providing a mechanism by which features and bene fits of product and service can be promoted as cost effectively as possible to e xisting and potential customers International marketing communications however, have now become much more import ant with the marketing mix and the purposes for which marketing communications m ight be used externally in international markets are now more diverse Need to communicate with a more diverse range of stakeholders, including supply chain partners, industry regulators, pressure groups and the community Communicating the corporate identity to international stakeholders Communicating their core values and standards to their internal and external sta keholders has become essential in order to demonstrate their responsibility to s hareholders, trustworthiness to customers and care and concern for the local com munity, environment and local employees. Corporate identity of the firm should be deeper and more pervasive and reflected in a clear distinctive message supported by the appropriate and proactive publi c relations activity Using communications to build relationships Customers feel that there is less risk of dissatisfaction in switching to altern ative products and services so becoming less loyal to any one particular brand High costs of winning new customers- lower costs to retain current customers Relationship marketing has taken on greater significance with e-commerce where c ommunications, promotion and delivery of services have been integrated with CRM systems to enable firms to communicate in a much more intelligent, efficient and effective way by basing their messages on a better understanding of what they m ight wish to hear Firm are able to be more sensitive to different cultures and environmental conte

xts to develop better relationships with their customers and other influential s takeholders.

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Presenting and exchanging information with various stakeholders, both individual s and organisations, to achieve specific results Refers to the communication mix or promotional mix o Public relations o Advertising o Personal selling o Direct Marketing o Sales promotion o Corporate image (not always included) Internal marketing how well communicated to the staff around the world are the m issions, values, objectives, priorities and procedures External marketing how appropriate is the range of services, pricing structure, promotional effort, and distribution channels to the different consumer groups a round the world Interactive marketing How effectively and appropriately do staff around world d al with each of the customer stakeholder groups Interactive marketing Essential for staff around the world to deliver consistent service Staff are trained how to communicate with stakeholders in a consistent way, take appropriate decisions that fit with the strategy and deliver a standardised ser vice, so that the reputation of the organisation is enhanced Internal marketing Key task is to ensure that all staff in its business units around the world are aware of the strategies, tactics, priorities and procedures to achieve the firms mission and objectives Closer collaborations with supply chain and distribution channel members, worth with joint venture and strategic alliance partners and participate in marketing networks Staff in remote locations often overlooked or receive messages that become uncle ar as they cross cultural and language boundaries External marketing Traditional role concerned with providing a mechanism by which features and bene fits of product and service can be promoted as cost effectively as possible to e xisting and potential customers International marketing communications however, have now become much more import ant with the marketing mix and the purposes for which marketing communications m ight be used externally in international markets are now more diverse Need to communicate with a more diverse range of stakeholders, including supply chain partners, industry regulators, pressure groups and the community Communicating the corporate identity to international stakeholders Communicating their core values and standards to their internal and external sta keholders has become essential in order to demonstrate their responsibility to s hareholders, trustworthiness to customers and care and concern for the local com munity, environment and local employees. Corporate identity of the firm should be deeper and more pervasive and reflected in a clear distinctive message supported by the appropriate and proactive publi c relations activity Using communications to build relationships Customers feel that there is less risk of dissatisfaction in switching to altern ative products and services so becoming less loyal to any one particular brand High costs of winning new customers- lower costs to retain current customers

Relationship marketing has taken on greater significance with e-commerce where c ommunications, promotion and delivery of services have been integrated with CRM systems to enable firms to communicate in a much more intelligent, efficient and effective way by basing their messages on a better understanding of what they m ight wish to hear Firm are able to be more sensitive to different cultures and environmental conte xts to develop better relationships with their customers and other influential s takeholders.