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MARKETING
Chapter
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Chapter
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Objectives
Explain the concept of the marketing communications mix. Describe the marketing communications mix as part of the marketing mix. 3. Elaborate on the importance of the integrated marketing communications concept. 4. Outline a theoretical mode of the communications process. 5. Show how various marketing communications must conform to this model in order to be effective. 6. Explain and contrast pulling and pushing marketing communications strategies. 7. Discuss the appropriateness of different types of marketing communications objectives. 8. Explain the concept of a marketing communications budget. 9. Discuss the appropriateness of different types of marketing communications budgets. 10. Discuss marketing communications in the light of some public criticisms.
Copyright 2003 by Nelson, a division of Thomson Canada Limited.
1. 2.
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Marketing Communications
All activities and messages inform, persuade, and influence the consumer in making a purchase decision.
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Produces Utility for
Integrating the Marketing Communications Plan into the Total Marketing Mix
Personal Selling Combined with
Marketing Manager
Other aspects of the marketing program: Product Distribution Pricing strategy strategy strategy
Consumer
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Noise
Feedback Advertising research, field reports, inventory movements
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FEEDBACK Information that for customers are reacting positively to the message
Wendy's Hamburgers
Wendy's marketing department and advertising agency Advertisement for a new movie is developed by the producer's advertising agency
Coupon inserted Newspaper in weekend reader sees newspaper coupon for hamburger and saves it Network television during programs with high percentage of viewers in target market Audience sees ad but few decide to go to the movie
Information that customers are reacting positively to the message Communication failed to interest and motivate the target market
Television advertising
Movie producer
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Personal Selling
A sellers promotional presentation conducted on a person-to-person basis with the buyer.
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Nonpersonal Communication (1 of 3)
Advertising
Paid nonpersonal communication through various media by business firms, nonprofit organizations, and individuals who are in some way identified with the advertising message and who hope to inform or persuade members of a particular audience.
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Nonpersonal Communication (2 of 3)
Sales Promotion
Those marketing activities, other than personal selling, mass media advertising, and publicity hat stimulate consumer purchasing and dealer effectiveness.
Public Relations
A firms effort to create favourable attention and word-of-mouth.
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Nonpersonal Communication (3 of 3)
Sponsorship Marketing
The practice of promoting the interests of a company by associating the company or a brand with a specific event.
Point-of-Purchase Communications
Materials designed to influence buying decisions at the point of purchase.
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EMPHASIS ON Personal Selling Advertising Affects all decisions in the mix Decide whether to match competitors and/or to develop a different mix Limited number Concentrated Business purchaser Custom-made, complex Considerable Business Trade-ins common Introductory and early growth stages High unit value Large number Dispersed Ultimate consumer Standardized Minimal Consumer Trade-ins uncommon Latter part of growth stage and maturity and early decline stages Low unit value
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Pulling Strategy
A promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel.
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Pushing Strategy
The promotion of the product first to the members of the marketing channel, who then participate in its promotion to the final user.
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Advertising Pre-transactional
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Transactional
Post-Transactional
Source: Harold C. Cash and W.J.E. Crissey, The Salesmans Role in Marketing, The Psychology of Selling, Vol. 12 (New York: Personnel Development Associates). Copyright 2003 by Nelson, a division of Thomson Canada Limited.
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Price
Quantity
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Product Differentiation
Differentiated demand
Price
Homogeneous demand
Quantity
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Price
D2 Quantity
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D1
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Feedback
Defining target markets Determining advertising budget deciding media strategy Coordinating with other marketing factors Tactical Execution Establishing controls Writing and producing ads and commercials Selecting and scheduling media vehicles
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Market Impact
Source: Excerpt from advertising: Its Role in Modern Marketing, 5th ed., by S. Watson Dunn and Arnold M. Barban, p. 202. Copyright 1982. Reprinted with permission of South-Western, a division of Thomson Learning: www.thomsonrights.com. Fax 800-730-2215.
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Task-Objective Method
A sequential approach to allocating marketing communications budgets that involves two steps:
1) defining the realistic communication goals the firm wants the marketing communications mix to accomplish, and 2) determining the amount and type of marketing communications activity required to accomplish each of these objectives.
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