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Samenvatting marketing communication
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Full summary of the marketing communication course NOTE: this summary is still in finishing, the finished document will be posted soon
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20202021
MARKETING
COMMUNICATION
PROF. J. DE TEMMERMAN
SAM STROO
,CHAPTER 1: INTEGRATED MARKETING
COMMUNICATIONS
1. SOME KEY CONCEPTS
MARKETING = the proces of planning and executing the conception, pricing, promotion and distribution of
ideas, goods and services, to creates and exchange value and satisfy individual and organizational objectives.
ð Represents the voice of a business
ð Allow marketers to communicate with customers
ð It does not always have to involve the product itself: can be about the organization itself
ð It generates additional meaning: contributes to greater brand purchases & leads to consumer loyalty
I The instruments of marketing are retail, sales, marletingplanning, bb, market research and marketing
communication
I A company selects several tools of a marketing plan to establish and defend a marketing position
given the specific marketing objectives and goals it wants to achieve tailored to specific target group.
I A company selects several tools of a marketing plan to establish and defend a marketing position
given the specific marketing objectives and goals it wants to achieve tailored to specific target group.
I There are several frameworks defining these tools, ranging in the amount of P’s they are specifying.
I Marketing communication encompasses the promotion tool that is specified in most frameworks.
Other tools are product, place, price (4 P’s), people (5 P’s), process and physical environment (7 P’s).
Marketing communications represents the voice of a brand and the means by which companies can establish a
dialogue with consumers concerning their product offerings. Marketing communications allow marketers to
inform, persuade, incite, and remind consumers.
ð Companies can communicate by providing detailed product information showing product attributes or
benefits and why a product can be used.
ð Marketing communications can associate a brand with a specific person, place, experience, or thing by
showing who uses the product or where and when a product can be used.
A communication can provide an incentive or reward for trying or using the product. In other cases, a
communication does not tell anything about the product itself but shows what the brand or the company
stands for, or who makes the product.
Marketing communications tries to influence or persuade the (potential) customer by conveying a message.
Marketing communications allows products to transcend their physical nature or the technical specifications of
SAM STROO 1
,their services and generates additional meaning. By communicating, a product, service or brand will gain value
that contributes to greater brand purchases and sustained consumer loyalty.
THERE ARE SEVERAL OPTIONS TO COMMUNICATE TO YOUR CUSTOMERS:, each with its own typical
characteristics, strengths and weaknesses: advertising, promotions, event marketing, sponsorship, publicity,
public relations and personal selling.
THERE ARE SEVERAL OPTIONS TO COMMUNICATE: sponsorships, advertisements, promotions, event
marketing, public relations, etc.
2. COMMUNICATION MIX
INSTRUMENTS OF THE MARKETING MIX: FOUR CATEGORIES
PRODUCT: 3 LAYERS
o Core product: unique benefit that is being marketed and the unique place in the mind of the
consumer that will be focused on in the communication
o Tangible product: the core product has to be translated into features or quality: packaging, design,
technology, convenience …
o Augmented product: gives the tangible more customer appeal, the customer layer, is the service layer
PRICE
ð Only instrument of the marketing mix that does not cost anything
ð List price = official price of a product, and it can be used to make the product more attractive
ð Ambigious tool: a price cut can be used to attract customers, but a price that is too low is not good for
the profitability and may lead to a situation where the consumers get used to discounts and this can
result in a brand switch
SAM STROO 2
, ð Good marketing: avoiding the price tool as much as possible
PLACE
I Process of bringing the product from the production site to the customer
I Involves inventory, selecting retailers and wholetailers etc., deciding on the assortment
PROMOTION /MARKETING COMMUNICATION
Involves all instruments by which the company communicates with its target groups, customers and
stakeholders about the product or about the company as a whole
MORE P’S BY THE MARKETING MIX
ð People: those who are employed by the company, they deliver the service, establish demand, manage
supply chain, support services, touchpoints for consumer interaction: important in marketing because
they deliver the service
ð Process: affect the execution the services, you have to make sure that you have a well-structured
process & it needs to run effectively to minimize cost (example: marketing funnel, paying system …)
ð Physical environment: space by which u are surrounded when u consume the product, packaging or
store layout (It can increase your sales: packaging, branding, store layout …)
But: good marketing is integrated marketing: 2 important principles: consistency & synergy: the
communications cannot conflict with eachother & effects of the marketing mix elements have to be mutually
re-enforcing
COMMUNICATIONS MIX ELEMENTS: TOOLS
Marketing communications: The means by which firms attempt to inform, persuade, incite, and remind
consumers – directly or indirectly - about the brands they sell
ó Advertising, promotions, event marketing and sponsorship, publicity & PR and personal selling
SAM STROO 3
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