COMM313 Lecture Notes - Lecture 1: Integrated Marketing Communications, Relationship Marketing
12 Mar 2017
School
Department
Course
Professor
Document Summary
Imc: integrated marketing communications: deliberately coordinating and integrating messages from a variety of sources about a product/brand. Relationship marketing: creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value. Basic transactional: basic; customer buys product and there"s no follow up (ex: target) Reactive: company sells and encourages customer to call with problems (ex: mens warehouse) Accountable: salesperson/company calls customer shortly after sale to follow up and ask for suggestions (ex: car dealers) Proactive: company contacts customers from time to time to give info about upgrades and new products (verizon) Partnership: company works continually with customers to discover ways to deliver greater value (personal shopper) A way to sum up the marketing strategy. Product messages: the impact the price, packaging and quality of a product has. Service messages: greater impact than planned messages. Unplanned messages: new stories, word of mouth, etc.
