Brand messages and positioning are coordinated across all communication activities and media. IMC builds brand identity and strong customer relationships by tying together all of the company’s messages and images. IMC – the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.ĭirect communications with carefully targeted individual consumers – the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers. Short-term incentives to encourage the purchase or sale of a product or service.īuilding good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. The specific mix of advertising, personal selling, sales promotion, and public relations a company uses.Īny paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. The marketing communications mix (Promotion Mix) Just as good communication is important in building and maintaining any kind of relationship, it is a crucial element in a company’s efforts to build profitable customer relationships. All of their communications efforts must be blended into a consistent and coordinated communications program. Companies must also communicate with current and prospective customers, and what they communicate should not be left to chance.
Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to target customers. MINI communications campaign has been impressive both for what it does and for what it doesn’t do. Mini campaign: “let’s not use the size of our vehicle to make up for other shortcomings” How can we serve these customer’s best? (What’s our value proposition?) – is the company’s set of benefits or values it promises to deliver to consumers to satisfy their needs.Ģ.2.1.1.Under the concept of integrated marketing communications, a company will carefully coordinate the promotion elements to deliver a clear, consistent, and compelling message about the organization and its products. TARGET MARKETING – selecting which segments it will go after.Ģ.2. MARKET SEGMENTATION – dividing the market into segments of customersĢ.1.2. What customers will we serve? (What’s our target market?)Ģ.1.1. Marketing Management – the art and science of choosing target markets and building profitable relationships with them.Ģ.1.Markets – set of all actual and potential buyers of a product or service.Ģ.ĝesigning a Customer-Driven Marketing Strategy Exchanges and Relationships – the act of obtaining a desired object from someone by offering in return.ġ.5. Marketing Myopia – the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products.ġ.3.Ĝustomer Value Satisfaction – are key building blocks for developing and managing customer relationships.ġ.4.Marketing Offerings (Products, services, and experiences) – some combination of products, services, information, or experiences offered to a market to satisfy a need or want. WANTS – the form human needs take as shaped by culture and individual personality.ġ.1.3.ĝEMANDS – human wants that are backed by buying power.ġ.2. NEEDS – states of felt deprivation.ġ.1.2. Understanding the Marketplace and Customer Needsġ.1.1. To keep and grow current customers by delivering satisfactionġ.To attract new customers by promising superior value.Is the process of building profitable customer relationships by creating value for customers and capturing value in return