Beruflich Dokumente
Kultur Dokumente
George E. Belch & Michael A. Belch Both of San Diego State University
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Chapter 1
An Introduction to Integrated Marketing Communications
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MARKETING
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Concept of satisfaction and exchange are at the core of the marketing Two key tasks of marketing manager :
Determination of specific target markets Marketing management, i.e., manipulation of M-Mix variables to best satisfy the needs of individual target markets.
Relationship marketing :involves creating ,maintaining ,and enhancing long-term relationship with customers &stakeholders
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Advertising: Any paid form of no personal communication about organization goods by identified sponsor Direct Marketing : Communicate directly with customers to generate transaction. (catalogs , direct mail, data base management , direct sale ,telemarketing ,direct mail) Sales Promotion: Marketing activities that provide extra value incentives to sales force ,distributors and ultimate customers. Publicity: Any not paid & identified of no personal communication about organization goods by identified sponsor it comes in form news Public relation: Management functions which evaluate public attitudes identified the policies and procedures of organization with the public interest. Personal selling: A form of person to person communication in which seller attempt to persuade buyers to purchase the company products or services.
Classifications of Advertising
Advertising to Consumer Markets
National Advertising: Done by large companies in a country Retail/Local advertising Primary Advertising: For general product Selective Demand: Advertising for specific brand
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