marketing communication mix pdf

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Chapter 1

1 examine the concept of exchange in the marketing context; 2 assess the role of communication in the context of the marketing mix; 3 consider the nature of the marketing communications mix; 4 identify the key characteristics of each major tool in the communications mix; 5 examine the effectiveness of each communication tool;

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91 Introduction to the Marketing Mix

This is the only revenue-generating element of the mix – all other marketing activi-ties represent a cost So it’s important to get the price right to not only cover costs but generate profit! Before setting prices we need to research information on what customers are willing to pay and gain an understanding of the demand for that prod-uct/servic

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Marketing communications

3 Marketing communications mix describes the fuB range of actions by means of which a firm (or other type of organisation) can initiate the exchange 4 Marketing communications initiative describes either (a) a single corresponding tactical action on the part of a firm or (b) the

PDF	MARKETING COMMUNICATIONS Marketing from a basic standpoint refers to the manager’s use of the “marketing mix” of the “4Ps” – Product quality level Pricing for value Place of distribution and purchase and Promotion to assist in selling the branded product or service 4 Marketing communications –

How effective are marketing communications tools?
Each element of the marketing communications mix has different capacities to communicate and to achieve different objectives. The effectiveness of each tool can be tracked against the purchase decision process. Here consumers can be assumed to move from a state of unaware- ness through product comprehension to purchase.
What is a marketing communication mix?
Other elements in the marketing communication mix apart from advertising include sales promotion, public relations, personal selling, direct response marketing as well as contemporary marketing communication elements. A brief overview of all these elements will be provided next.
What is a marketing mix management paradigm?
The marketing mix management paradigm has played an influential role in the development of marketing theory and practice; and it has dominated marketing thought and research since its introduction (Goi, 2009:2). The initial four elements or 4P’s of the marketing mix included: product, price, promotion (marketing communication) and place.
What are the 4Ps of a marketing mix?
The initial four elements or 4P’s of the marketing mix included: product, price, promotion (marketing communication) and place. Since its inception however, new forces in the environment have called for new marketing and business practices. Companies now need fresh thinking about how to operate and compete in the new marketing environment.

9.2.3 Price

This is the only revenue-generating element of the mix – all other marketing activi-ties represent a cost. So it’s important to get the price right to not only cover costs but generate profit Before setting prices, we need to research information on what customers are willing to pay and gain an understanding of the demand for that prod-uct/servic

9.2.4 Place

This is the “place” where customers make a purchase. This might be in a physical store, through an app or via a website. Some organizations have the physical space or online presence to take their product/service straight to the customer, whereas others have to work with intermediaries or “middlemen” with the locations, storage and/or sales experti

9.2.5 Promotion

So we have a fantastic product, at an appealing price, available in all the right places, but how do customers know this? Promotion in our marketing mix is about com-municating messages to customers, whichever stage they are in the buyer journey, to generate awareness, interest, desire or action. We have different tools for communication with varyi

9.2.6 People

A company’s people are at the forefront when interacting with customers, taking and processing their enquiries, orders and complaints in person, through online chat, on social media or via the call centre. They interact with customers throughout their journey and become the “face” of the organization for the customer. Their knowledge of the company

9.2.7 Process

All companies want to create a smooth, eficient and customer-friendly journey – and this can’t be achieved without the right processes behind the scenes to make that happen. Understanding the steps of the customer journey – from making an enquiry online to requesting information and making a purchase – helps us to consider what processes need to

9.2.8 Physical Evidence

Physical evidence provides tangible cues of the quality of experience that a com-pany is offering. It can be particularly useful when a customer has not bought from the organization before and needs some reassurance or is expected to pay for a service before it is delivered. For a restaurant, physical evidence could be in the form of the surroundin

9.3.1 Marketing Strategy at McDonald’s

There are several marketing strategies like product innovation, pricing approach, promotion planning, etc. These business strategies, based on McDonald’s marketing mix, help the brand succeed. McDonald’s’ marketing strategy helps the brand/com-pany to position itself competitively in the market and achieve its business goals and objectives (Schneid

Product

McDonald’s sells a variety of products to its customers in the UK, namely, burgers, sandwiches, drinks, deserts, etc. McDonald’s is an organization that functions in the fast-food industry. Nowadays, taste, preferences, etc. of the customers change fre-quently, as competition is very high in this industry; thus, there may be competitors selling foo

Promotion

McDonald’s has spent huge money on advertising campaign; it makes use of news-paper ads; billboards; signage sponsors; various sporting events like FIFA world cup, Olympic games and Little league; and many more. McDonald’s is uses aggres-sive promotion when it comes to its marketing mix. The TV advertising remains the prime form of advertisement. M

People

McDonald’s has a unique way of addressing its customers and also treats its employ-ees very well. The employees working at the company have a dress code to follow, and the company emphasizes on its employees to be customer friendly and cheering and have affection for people. The service delivery of McDonald’s is given priority, and customer satisfa

Process

Process is generally the activities undertake to deliver a service to a client or cus-tomer. Now for McDonald’s, there preparation process is the process which we will talk about here. The importance of process is also very important for a giant like McDonald’s as they have to maintain homogeneity in the process of serving and preparation, and with

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C'est quoi le mix marketing PDF ?

Le marketing mix consiste à établir les moyens d'actions pour atteindre les objectifs définis dans le plan de marketing stratégique, en combinant quatre facteurs: produit, prix, lieu de distribution et communication.

Quels sont les éléments du mix communication ?

Les principaux outils dont on se sert pour atteindre les objectifs d'un plan de communication forment ce qu'on appelle le « mix communicationnel » : la publicité, le marketing direct, le marketing Web et numérique, la promotion des ventes et les relations publiques.

Quel est le rôle de la communication marketing PDF ?

Le rôle de la communication marketing est d'assurer de toutes les façons possibles, avec les moyens disponibles, la communication entre une entité économique et ses différents publics cibles.

Comment mettre en place le mix de communication ?

Comment vous y prendre ? Tout d'abord, il faut savoir que votre mix communication doit être retenu en fonction de vos objectifs, de votre budget, de votre marché cible, de votre produit et aussi en fonction des autres éléments du mix-marketing à savoir le produit, le prix et la distribution.

What skills do you need for marketing communications?

Creativity. Since marketing campaigns often require unique approaches,creativity is a prerequisite for anyone thinking of taking on a marketing major.
Communications skills. ...
Analytical skills. ...
Organization skills. ...
Knowledge of media trends. ...

What is the definition of a marketing mix?

What Is a Marketing Mix? A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan. The term often refers to a common classification that began as the four Ps: product, price, placement, and promotion. Effective marketing touches on a broad range of areas as opposed to fixating on one message.

What is marketing mix theory?

“The marketing mix” aims to provide a complete framework for modern business models and marketing strategies across the entire customer journey. While there are many variations of the marketing mix, the most common framework consists of seven elements, collectively known as the 7Ps.

What is communication mix?

What is a Communication Mix? The term basically refers to the tools, channels, mediums and strategies businesses use in order to communicate with their customers or potential customers. However, theoretically it is completely different from a Marketing Communication Mix where the primary objective is to shape up a strategy for the brand itself.

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