МАРКЕТИНГ

1. Marketing Communication Model.

S imple communications models show a sender sending a message to a receiver who receives and understands it. Real life is less simple - many messages are misunderstood, fail to arrive or, are simply ignored. It is essential to ensure the accuracy and relevance of any message, clever encoding, and reducing 'noise'.

2. The Concept of Integrated Marketing Communications

Integrated Marketing Communications is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.

Promotion Mix: Combination of one or more of the communication tools used to inform, persuade, or remind prospective buyers

1. Advertising

2. Sales promotion

3. Events and experiences

4. Public relations and publicity

5. Direct marketing

6. Interactive marketing

7. Word-of-mouth marketing

8. Personal selling

3. Channels of Distribution. Criteria for channel’s selection.

1) Direct channel 2) indirect channel

Distribution channels may not be restricted to physical products alone.

Factors influencing channel selection:

• Target market coverage – intensive/exclusive/selective distribution

• Profitability

• Satisfying buyers requirements

Which channel and intermediaries will: (1) provide the best coverage of the target market? (2) best satisfy the buying requirements of the target market? and (3) be the most profitable?

4. Trade Intermediaries, their role in the marketing channels strategy.

A marketing channel consists of individuals and firms involved in the process of making a product or service available.

Intermediaries perform functions and activities:

• transactional (buying, selling, risk taking)

• logistical (assorting, storing, sorting, transporting)

• facilitating (financing, grading, marketing info and research)

5. Personal Selling, its role in the marketing communications

Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the product) or a pull strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service). Roles: (1) Prospecting - trying to find new customers

(2) Communicating - with existing and potential customers about the product range

(3) Selling - contact with the customer, answering questions and trying to close the sale

(4) Servicing - providing support and service to the customer in the period up to delivery and also post-sale

(5) Information gathering - obtaining information about the market to feedback into the marketing planning process

(6) Allocating - in times of product shortage, the sales force may have the power to decide how available stocks are allocated Advantages:

• face-to-face activity; high degree of personal attention

• sales message can be customised to meet the needs

• respond directly and promptly to customer questions and concerns

• demonstrate the product

• build good long-term relationships