This summary is made out of one chapter. Chapter 9 from the Verhage book Marketing Fundamentals. This summary is in English. It can be used for the subject communication or marketing.
Marketing communication
strategies
Introduction
A successful marketing strategy demands much more than developing and
launching a good product or service. Even if a product is marketed at the
right price and sold through the right distribution channels, success is by
no means guaranteed. Effective communication with the target market is
an essential part of marketing programmes requiring a carefully
developed promotional strategy.
Companies have to select the best communication tools to inform
customers of their products and services and to persuade or remind
buyers of the benefits they offer. The question is not if an organization
should communicate, but how to communicate most effectively.
Companies communicate with many groups. Consumers are the primary
target market for their promotional campaigns. Another group were
companies communicate or maintain relationships with are suppliers,
distributions and stockholders.
Advertising is just one of the many possibilities for approaching
companies. An effective marketing strategy or promotion strategy involves
other channels including the internet and tools as publicity, public
relations, sponsorship and sales promotion. To use company’s promotional
tools effectively, we must understand the workings of the communication
process in both personal and mass communications.
9.1 What is marketing communication?
Promotion or marketing communication are terms which refer to the
combined tools a company uses to build and maintain favourable
relationships by informing or persuading a target audience to view the
organisation positively. In strategy development some managers
distinguish between promotion and marketing communication. Most
organisations use both personal and mass communication.
Marketing communication and promotion tools
Some forms of marketing communication are not really considered as
promotion public relations. A broad set of communication efforts used to
create a favourable image and a positive relationship between the
organisation and its internal and external stakeholders. Coupons, savings
stamps and other sales promotion devices are usually not called
marketing communication activities. Marketing communication efforts are
generally intended to maintain long-lasting relationships with customers.
Sales promotion involves activities or material that act as a direct stimulus
to influence consumer’s short-term buying behaviour.
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