ADV300, First Half 4/9/2013 10:20:00 AM
Chapter 2: Integrated Brand Communications
Much of a products value is created by marketing decisions that determine
Ease of use
What is marketing?
Marketing is designed to build brand and customer relationships. It also
focuses on managing customer relationships to benefit all of a brands
Stakeholders are all individuals and groups who had a stake in the success
of the brand.
Positive relationships create value of a brand
Traditionally, marketing has been to sell products and this is done by
matching a products availability to the consumers need, desire or demand.
Marketing managers use the 4 Ps
Who are they key players?
5. Marketing partners
There are 4 types of buyers: 1. Consumer 2. Business-to-business
3. Institutional 4. Channel
Why is services marketing important?
Services are the dominant part of the economy
Many goods manufactures also offer services such as parts, repair and
financing Most companies have a customer service operation to provide follow-up
Relationships between service providers and their customers is usually
stronger than that of product sellers and their customers
Delivery of services often rewuires more “touch points” and more
opportunities for positive or negative interaction.
SEVEN STEPS TO MARKETING:
1. Research the consumer market & competitive marketplace.
2. Set objectives for the marketing effort.
3. Segment the market and target specific markets.
4. Differentiate and position the product.
5. Develop the marketing mix strategy.
6. Execute the strategies.
7. Evaluate the effectiveness of the strategy.
What key concepts drive marketing practives?
Differentiation is a selling strategy that makes the brand stand out from its
Positioning is a process by which marketers make their product
stand apart from the competition
How a brand is different and superior is called its competitive advantage.
(referred to as products differentiation in marketing strategy)
Total Brand Communication:
IMC is the practice of unifying all marketing communication messages and
tools, as well as the messages from the marketing mix decisions so that they
send a consistent message promoting the brand’s strategy
Managers are challenged to prove they are pursuing the most effective