MKTG2238 Chapter Notes - Chapter 21: Retail
Document Summary
Topic 16: public relations and sponsorship (chapter 21) Public relations & integrated marcom: general public relations. Organizational activity involved w/ fostering goodwill between a firm & all its various publics i. e. employees, suppliers, stockholders, governments, the public, consumers etc: marketing public relations. Involves org"s interactions w/ actual / prospective customers. Performs an increasingly impt marcom function for both b2c and b2b firms. More credible & less expensive compared to ads. Used in conjuction w/ other marcom tools (e. g. Provides quick response to repair firm"s reputation, prevent market erosion & regain lost sales. Word-of-mouth influence (wom: factors affecting wom"s influence: Tie strength of interpersonal r/s of persons in b2c & / or b2b social networks. How well mktg communicators use advertising & buzz efforts to stimulate +ve wom. Guerrilla, viral, diffusion & street mktg: preventing ve wom. Manufacturers: providing detailed warranty & complaint-procedure information on labels / in package inserts.
