Textbook Notes (367,969)
Canada (161,538)
MGMA01H3 (184)
Chapter 14

Chapter 14 Notes

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Department
Management (MGM)
Course
MGMA01H3
Professor
Tarun Dewan
Semester
Winter

Description
Chapter 14: Communications must be planned and blended into carefully integrated marketing communications programs Good communication is crucial element in a companys efforts to build profitable customer relationship The Promotion Mix(marketing communication mix) the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships Advertising: any paid form of non-personal presentation and promotion of idea goods, or services by an identified sponsor Sales promotion: short-term incentives to encourage the purchase or sale of a product or service Personal selling: personal presentation by the firms sales force for the purpose of making sales and building customer relationships Public relations: building good relations with the companys various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories and events Direct marketing: direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationship the use of direct mail, the telephone, direct-response television, email, the internet, and other tools to communicate directly with specific consumers The entire marketing mix promotion and product, price, and place must be coordinated for greatest communication impact Integrated Marketing Communications Mass marketing selling highly standardized products to masses of customers The New Marketing Communication Landscape 1. Consumer are changing better informed and more communication through digitals www.notesolution.com
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