Marketing Communication

Notes
Chapter 1
An Introduction to Integrated marketing Communications
Companies integrate their advertize efforts with a variety of other communication tools such as websites, direct marketing, sales promotion, publicity, and public relations, entertainment marketing, and sponsorship of events.
1. increase of Advertising and Promotion
Market based economies, consumers have well-read to rely on advertising and other forms of promotion for selective information that they can use in making purchase decisions
1980, advertising expenditures in US were 53 one thousand million; 49 one thousand thousand was spent on sales promotion. By 2005, over 276 billion was spent on advertising alone and promotion travel to 300 billion in the US as well. nigh $30 a week spent for every individual(a) in the US. (foreign advertising and sales promotion rose as well)
2. What is marketing?




Marketing – an organizational function and a mark of processes for creating, communicating and delivering value to customers and for managing customer consanguinitys in ways that pull in the organization and its stakeholders
Exchange – trade of something (money) of value between 2 parties
Marketing Focuses on Relationships and Value
Value – customers perception of all(a) benefits of a product and service weighted against all be of acquiring and consuming it
Relationship marketing – involves creating, maintaining, and enhancing long margin relationships with individual customers as well as stakeholders
Movement towards relationship marketing is due to: companies recognizing that customers have become more demanding. relish superior customer value (quality of products/ service, etc.) and want personalized products/services that are tailored to their needs and wants.
Mass customization – when a fellowship creates a product or delivers a service in response to a particular customers needs in a cost effect way EX: Dell...If you want to generate a full essay, order it on our website: Ordercustompaper.com



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