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ConceptsConcepts
Communication Communication √Marketing – 4PsMarketing – 4PsMarketing Communication Marketing Communication The old-fashioned The old-fashioned promotion ”P”promotion ”P”Integrated Marketing CommunicationIntegrated Marketing CommunicationFocus of IMCFocus of IMCBenefits of IMCBenefits of IMCIMC MixIMC MixSteps in IMC CampaignsSteps in IMC CampaignsIMC Planning ModelIMC Planning Model
MARKETINGMARKETING
‘‘Marketing is the management process that Marketing is the management process that identifies, anticipates and satisfies identifies, anticipates and satisfies customer requirements profitably’customer requirements profitably’
The Chartered Institute of Marketing
designing designing ‘‘tthe right product, in the right place, at the he right product, in the right place, at the right time, and at the right price’ right time, and at the right price’
Adcock et al
AMA definesAMA defines
Exchange is a central concept in Exchange is a central concept in marketing.marketing.
For exchange to occur, there has to beFor exchange to occur, there has to be two or more parties two or more parties with something of value to one anotherwith something of value to one another a desire and ability to give up that something a desire and ability to give up that something
to the other partyto the other party a way to communicate with each othera way to communicate with each other
Marketing Mix-4
Marketing Mix
Product Decisions• Quality• Design• Branding• Packaging
• Customer Service• New Products• Product mix, line and life cycle strategies
Price Decisions• Objectives• Strategies• Methods
• Setting pricing• Price changes• Discounting
Place• Channel type• Channel mgt• Supply chain
• Distribution• Logistics• Transportation• Service levels
Promotion• Goals• Objectives• Mix• Budget
• Messages• Media
Marketing communicationMarketing communication
The old-fashioned promotion ”P”The old-fashioned promotion ”P”
AdvertisingAdvertising
Sales promotionSales promotion
Public relationsPublic relations
Direct marketingDirect marketing
(Personal selling)(Personal selling)
InternetInternet
Remember, it’s still about moving peopleRemember, it’s still about moving peoplefrom A to Bfrom A to B
A
B
C
But why is it getting
increasingly difficult to do
so?
SIS6 F06
Marketing communications is any Marketing communications is any communication that flowcommunication that flowss from an organisation from an organisation to its customers, potential customers and other to its customers, potential customers and other groups who may influence its successgroups who may influence its success..
MCMC InformsInforms PersuadesPersuades RemindsReminds
Advertising
Sales promotion
Public relations
Direct marketing
(Personal selling)
Internet
For many years the promotional For many years the promotional function in most companies was function in most companies was
dominated by mass media dominated by mass media advertising. Many marketers advertising. Many marketers
planned and managed them as planned and managed them as seperate practices seperate practices
with different budgets, with different budgets,
different views of market, different views of market,
different goals and objectives.different goals and objectives.
wide range of marketing and promotional tools must be coordinated to communicate effectively and present a consistent image to target markets.
IMCIMC
involves coordinating the various promotional elements and involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s other marketing activities that communicate with a firm’s customers. customers.
AdvertisingAdvertising
Sales promotionSales promotion
Public relationsPublic relations
Direct marketingDirect marketing
Personal sellingPersonal selling
InternetInternet
PROMOTIONAL MIX:
THE TOOLS FOR IMC
IMC, as a philosophical concept, IMC, as a philosophical concept,
dictates that all parties involved in the dictates that all parties involved in the firm’s communication efforts co-ordinate firm’s communication efforts co-ordinate to speak to target audience(s) with to speak to target audience(s) with
one voice one voice
a unified messagea unified message
a consistent imagea consistent image
CLARITYCLARITY - Avoid giving conflicting - Avoid giving conflicting messagesmessages
CONSISTENCYCONSISTENCY - All messages convey - All messages convey the core values/attributes of corporate the core values/attributes of corporate identity and brandidentity and brand
SYNERGYSYNERGY - Messages reinforce each - Messages reinforce each other through repetition and other through repetition and developmentdevelopment
Benefits of IMCBenefits of IMC
Create awareness/familiarityCreate awareness/familiarity
Develop interest and positive imageDevelop interest and positive image
Motivate trial and repeat purchasingMotivate trial and repeat purchasing
Retain loyal customersRetain loyal customers
Build Build long-long-lasting relationshipslasting relationships
Objectives of IMC CampaignsObjectives of IMC Campaigns
INTEGRATED MARKETING INTEGRATED MARKETING COMMUNICATIONS PLANNING COMMUNICATIONS PLANNING
MODELMODEL
1) Detailed situation analysis: internal marketing 1) Detailed situation analysis: internal marketing audit and review, external analysis of the market audit and review, external analysis of the market competition and environmental factors competition and environmental factors
Several forms: but generally include Several forms: but generally include five basic elementsfive basic elements
2) Specific marketing objectives that provide 2) Specific marketing objectives that provide direction, a time frame for marketing direction, a time frame for marketing activities, and a mechanism for measuring activities, and a mechanism for measuring performanceperformance
3) A marketing strategy and program that 3) A marketing strategy and program that include selection of target market(s) and include selection of target market(s) and decisions and plans for the four elements decisions and plans for the four elements of the marketing mix. of the marketing mix.
4) A program for implementing the 4) A program for implementing the marketing strategy, including determining marketing strategy, including determining specific tasks to be performed and specific tasks to be performed and responsibilities. responsibilities.
5) A process for monitoring and evaluating 5) A process for monitoring and evaluating performance and providing feedback so performance and providing feedback so that proper control can be maintained and that proper control can be maintained and any necessary changes can be made in any necessary changes can be made in the overall marketing strategy or tactics. the overall marketing strategy or tactics.
Steps in Steps in DesigningDesigning IMC CampaignIMC CampaignRead Belch & Belch p. 31
Step 1. Situational analysis: Research & Analysis
Step 6. Tactics
Step 3. Setting objectives
Step 4. Setting the budget
Step 5. Strategic decision-making
Step 2. Identifying the target audiences
Step 7. Implementation
Step 8. Campaign evaluation: control
Bütünleşik pazarlama iletişimi pazarlamaya farklı Bütünleşik pazarlama iletişimi pazarlamaya farklı bir açı kazandırmaktadır: bir açı kazandırmaktadır:
Pazarlamanın 4P’si de iletişim öğeleri Pazarlamanın 4P’si de iletişim öğeleri taşımaktadır. taşımaktadır.
Bütünleşik pazarlama iletişimi örgüte genel bir Bütünleşik pazarlama iletişimi örgüte genel bir perspektifle yaklaşır, örgütün vizyonu, genel perspektifle yaklaşır, örgütün vizyonu, genel hedef ve amaçlarını tanımlaması vb örgütü hedef ve amaçlarını tanımlaması vb örgütü ilgilendiren tüm kararlarda merkezine tüketiciyi ilgilendiren tüm kararlarda merkezine tüketiciyi alır. Örgüt içindeki bütün kararlar tüketici alır. Örgüt içindeki bütün kararlar tüketici merkezli olmalıdır, dışarıdan içeriye doğru merkezli olmalıdır, dışarıdan içeriye doğru alınmalıdır. alınmalıdır.
Bütünleşik pazarlama iletişimi örgüte genel bir Bütünleşik pazarlama iletişimi örgüte genel bir perspektifle yaklaşır, örgütün vizyonu, genel perspektifle yaklaşır, örgütün vizyonu, genel hedef ve amaçlarını tanımlaması vb örgütü hedef ve amaçlarını tanımlaması vb örgütü ilgilendiren tüm kararlarda merkezine tüketiciyi ilgilendiren tüm kararlarda merkezine tüketiciyi alır. Örgüt içindeki bütün kararlar tüketici alır. Örgüt içindeki bütün kararlar tüketici merkezli olmalıdır.merkezli olmalıdır.
Bütünleşik pazarlama iletişimi yalnızca pazarlama iletişimi unsurlarının değil, örgütsel yapı içinde alınan bütün kararların, örgütün ortak hedef ve amaçlarını gerçekleştirmek üzere stratejik olarak tek elden planlaması ve uygulanması temeline dayalıdır.
Örgüt tarafından/örgütle ilgili bilinçli ya da bilinçsiz Örgüt tarafından/örgütle ilgili bilinçli ya da bilinçsiz üretilen bütün mesajların kontrolü ve ölçümlenmesi:üretilen bütün mesajların kontrolü ve ölçümlenmesi:
Tüketiciler kurumlardan gelen farklı mesajları tek bir Tüketiciler kurumlardan gelen farklı mesajları tek bir algılama yöntemiyle algılar, tutum-davranış algılama yöntemiyle algılar, tutum-davranış satın alma satın alma kararlarını bu algılar çerçevesinde şekillendirirler. kararlarını bu algılar çerçevesinde şekillendirirler.
Pazarlama iletişimi dışında pazarlama karmasını Pazarlama iletişimi dışında pazarlama karmasını oluşturan ürün/hizmet, fiyatlandırma, dağıtım kanalıyla oluşturan ürün/hizmet, fiyatlandırma, dağıtım kanalıyla ilgili mesajlar farklı kaynaklardan algılanır ilgili mesajlar farklı kaynaklardan algılanır kurumla ilgili kurumla ilgili yargıya varılır. yargıya varılır.
Bu farklı kaynakların birbirini Bu farklı kaynakların birbirini tamamlayan/uyumlu/koordineli mesajlar iletmesi tamamlayan/uyumlu/koordineli mesajlar iletmesi tüketicilerin kararlarını olumlu yönde etkilemektedir. tüketicilerin kararlarını olumlu yönde etkilemektedir.