100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Summary Marketing IIB (Integrated Marketing Communications) Chpt.1 - Overview of IMC R60,00   Add to cart

Summary

Summary Marketing IIB (Integrated Marketing Communications) Chpt.1 - Overview of IMC

 7 views  0 purchase

Obstacles to Implementing IMC, Promotion Management, Earned Media, and the Five Marketing Concepts.

Preview 2 out of 5  pages

  • No
  • Chapter 1
  • January 13, 2024
  • 5
  • 2023/2024
  • Summary
book image

Book Title:

Author(s):

  • Edition:
  • ISBN:
  • Edition:
All documents for this subject (1)
avatar-seller
ProfBurgerQueen
Integrated Marketing Communications by ProfessorBurgerQueen



Overview of Integrated Marketing Communications

- Marketing is the process of identifying customers and "creating,
communicating, delivering, and exchanging" goods and services for the
satisfaction and retention of those customers.


- The marketing concept is a strategy that companies implement to satisfy their
customers' needs, increase sales, maximise profit and get ahead of their
competition.
- There are five common marketing concepts that organisations adopt for this:
- Production Concept,
- Product Concept,
- Selling Concept,
- Marketing Concept,
- Societal Marketing Concept.

- Production concept
- Management focuses on improving production and distribution efficiency.
- “Consumers will favour products that are available and highly affordable”.

- Product concept
- This concept holds that the consumers will favour products that offer the most
in quality, performance and innovative features.
- Targeting only on the company’s products could also lead to marketing
myopia.

- Selling concept
- “consumers will not buy enough of the firm’s products unless it undertakes a
large-scale selling and promotion effort”.
- Management focuses on creating sales transactions rather than on building
long-term, profitable customer relationships.
- Typically the selling concept is practiced with unsought goods. Unsought
goods are that buyers do not normally think of buying, such as insurance or
blood donations.

- Marketing concept
- “achieving organizational goals depends on knowing the needs and wants of
target markets and delivering the desired satisfactions better than competitors
do”.
- The marketing concept is a customer-centered “sense and responds”
philosophy. The job is not to find the right customers for your product but to
find the right products for your customers.

, Integrated Marketing Communications by ProfessorBurgerQueen



- Societal marketing concept
- “marketing strategy should deliver value to customers in a way that maintains
or improves both the consumer’s and society’s well-being”.
- It calls for sustainable marketing, socially and environmentally responsible
marketing that meets the present needs of consumers and businesses while
also preserving or enhancing the ability of future generations to meet their
needs.


- Marketing Communications is the collection of all elements of a firm’s
marketing mix that facilitate exchange by establishing shared meaning with the
firm’s customers.
- B2B, B2C, C2B, B2B

- Primary tools of Marcomm
- Media advertising
- Tv, radio, magazines, newspapers

- Direct response advertising
- Direct mail, cold calling

- Place advertising
- Billboards, posters

- Trade and consumer-oriented promotions
- Trade shows, samples, coupons, contests/sweepstakes

- Event marketing and sponsorships
- Personal selling
- Social media
- Digital marketing
- Search engine optimization, mobile advertising

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying this summary from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller ProfBurgerQueen. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy this summary for R60,00. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

79271 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy summaries for 14 years now

Start selling
R60,00
  • (0)
  Buy now