The purpose of writing this book is to explain how to plan marketing communications for students and beginners’ marketers.
We are now entering the era of global marketing. The world of industry and business is following the development of communication technology so marketers must compete for a place in the heart of society. Marketers run and use various strategies to keep up with technological developments so as not to sink and die while technology facilitates business. Some of the advances of communication technology in the world of marketing are the birth of marketers and new products, making small marketers famous, people remembering forgotten products, and people knowing new products.
Making marketing communication planning is an easy job, only we have to be careful and patient. Situation analysis is an initial process, explaining objectives, making strategies to use, implementation, and finally evaluation. Consumers are becoming more selective, active, and critical, so making marketing communication planning and implementing it accordingly is essential for marketers to objective and accurate targets. Examples of marketing communications objectives such as informing about new products, reminders, sales programs, positive brand image, desired profits, increased number of customers, etc.
Table of Contents
PART 1. MARKETING CONCEPTS.
CHAPTER 1. MARKETING
What is marketing?
Key concepts of marketing
Basic Marketing Plan:
Key Points Summary
Review Questions
Discussion Questions
CHAPTER 2. WHAT AND WHY PRODUCTS
Definition
Product diversity
Product marketing mix
Key Points Summary
Review Questions
Discussion Questions
CHAPTER 3: WHAT AND HOW IS THE SERVICE ?
Definition
Focus on Service
Service characteristics
Service Operation System & Service Delivery System
Bauran Pemasaran Jasa
Key Points Summary
Review Questions
Discussion Questions
CHAPTER 4. PRICE ELEMENTS
What's the price?
Price size
Strategi harga
Key Points Summary
Review Questions
Discussion Questions
CHAPTER 5. PROMOTION ELEMENTS
Promotion
Promotion Elements
Sales Promotion
Developing the Promotion Strategy
Key Points Summary
Review Questions
Discussion Questions
CHAPTER 6. DISTRIBUTION
Definition:
Distribution Strategy
Distributor
Key Points Summary
Review Questions
Discussion Questions
CHAPTER 7. PEOPLE, PROCESS, PHYSICAL EVIDENCE
Customer Loyalty & Customer Satisfaction
Knowledge, Attitude and Motivation
PROCESS ELEMENTS
PHYSICAL EVIDENCE
Key Points Summary
Review Questions
Discussion Questions
CHAPTER 9. COMMUNICATIONS OBJECTIVES & MARKETING OBJECTIVES
Communication & Marketing Concept
Integrated Marketing Communication
Determine Communications objectives and Marketing objectives
Objectives
Key Points Summary
Review Questions
Discussion Questions
CHAPTER 10. STRATEGY OF MARKETING COMMUNICATION
Strategy
Marketing Communication Strategy
Key Points Summary
Review Questions
Discussion Questions
CHAPTER 11. MARKETING COMMUNICATIONS TOOLS
How the Communication Mix Feeds in to the Marketing Mix
Role in the field of marketing Advertising
Comparison of public relations and advertising
Purpose and Strategy of PR
PR tools.
PR Evaluation.
The advantages and disadvantages of direct marketing
The main tools of direct marketing
Key Points Summary
Review Questions
Discussion Questions
Book Objectives and Core Themes
The primary purpose of this book is to provide students and beginning marketers with a foundational understanding of how to plan and implement effective marketing communications in an increasingly digital and competitive global business environment.
- Developing foundational marketing communication strategies.
- Understanding product diversity and the marketing mix (the 4 Ps and 3 Ps).
- Differentiating between marketing objectives and communication objectives.
- Analyzing and evaluating various marketing communication tools.
- Managing customer loyalty and satisfaction through strategic communication.
Excerpt from the Book
What is marketing?
Many people use the term "marketing" informally to define sales; in other words, selling means marketing. From a long perspective, marketing is the process of product design, testing, manufacturing, branding, packaging, and marketing. (Moriarty, Sandra. Mithcell.Nancy. Wells, William, 2011). The American Marketing Association in Morissan defines marketing as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individual and organizational objectives (Morissan, 2010).
AMA is consumer-centric in this definition. The traditional purpose of marketing is usually to sell goods, services, or concepts. The process a business uses to satisfy consumer needs and wants by providing goods and services is called marketing (Moriarty,Mitchell, Wells,Crowford,Brennan,Spence-Stone , 2015). Planning, pricing, promoting, and distributing goods and services that can meet the needs of current and potential buyers is known as marketing.
Before pseudo-marketing was known in 1998, Asia had experienced three eras of marketing. (Kertajaya, 2008). Nowadays, many people learn to be marketers, but not many apply them. There are many monopolies in various industries. There's no need for competence to thrive because the company is close to the government. There's a need for connections. After the Asian crisis, many realized that they needed to be more competitive if they wanted to survive. Marketing books began to reopen, marketing concepts began to be used, and entrepreneurs began to divert their attention to running their business.
Summary of Chapters
CHAPTER 1. MARKETING: This chapter introduces the core concepts of marketing, emphasizing its function in creating exchange and satisfying consumer needs within a competitive business landscape.
CHAPTER 2. WHAT AND WHY PRODUCTS: This section covers product classification and diversity, highlighting how a product is an essential component of the marketing mix designed to satisfy specific needs.
CHAPTER 3: WHAT AND HOW IS THE SERVICE ?: This chapter explores the unique characteristics of services such as intangibility and inseparability, while detailing service-specific components like processes and physical evidence.
CHAPTER 4. PRICE ELEMENTS: Focuses on the role of pricing as a key factor in market positioning, covering various strategies such as cost-based, competitor-based, and value-based pricing.
CHAPTER 5. PROMOTION ELEMENTS: Details the various tools within the promotion mix, including advertising, sales promotion, and public relations, used to persuade consumers and build brand awareness.
CHAPTER 6. DISTRIBUTION: Examines distribution channels and strategies, specifically the use of push and pull strategies to deliver value from the manufacturer to the end consumer.
CHAPTER 7. PEOPLE, PROCESS, PHYSICAL EVIDENCE: Discusses the importance of high-performing employees, standardized processes, and physical evidence in maintaining long-term customer loyalty.
CHAPTER 9. COMMUNICATIONS OBJECTIVES & MARKETING OBJECTIVES: Differentiates the goals of communication programs from broader marketing objectives, providing a framework for measuring success.
CHAPTER 10. STRATEGY OF MARKETING COMMUNICATION: Explores the planning and management required to achieve marketing goals, introducing the Facets Effect model for consumer response.
CHAPTER 11. MARKETING COMMUNICATIONS TOOLS: Provides a comprehensive overview of practical communication tools, ranging from personal selling and advertising to internet marketing and word-of-mouth practices.
Keywords
Marketing Communication, Product Strategy, Pricing, Distribution Channels, Customer Loyalty, Service Marketing, IMC, Advertising, Promotion Mix, Brand Identity, SWOT Analysis, Consumer Behavior, Market Segmentation, Direct Marketing, Public Relations.
Frequently Asked Questions
What is the core focus of this publication?
This book focuses on providing a systematic approach to marketing communication planning, specifically tailored for students and beginners in the field.
What are the primary themes covered in the text?
The core themes include marketing concepts, product development, service design, pricing strategies, distribution methods, promotion elements, and communication objectives.
What is the ultimate goal of the marketing plans described?
The primary goal is the creation of effective strategies that meet customer needs while ensuring organizational success through exchange and satisfaction.
Which scientific methods or models are referenced?
The book utilizes standard frameworks such as the 4Ps and 3Ps of marketing, the Facets Effect model, SWOT analysis, and AIDA principles.
What topics are discussed in the main body of the work?
The central body covers the end-to-end process of marketing, ranging from target market identification and product mix development to specific communication tools and PR evaluation.
Which keywords best characterize this book?
Key terms include Marketing Communication, IMC, Pricing, Distribution, Customer Loyalty, and Brand Strategy.
How does the book address the service industry specifically?
Chapter 3 and Chapter 7 focus on the "3Ps" (people, process, physical evidence) specifically developed to address the unique challenges of marketing intangible services.
What is the significance of the "pull" versus "push" strategy?
These strategies define the communication flow: the pull strategy targets the consumer to stimulate demand, while the push strategy targets the reseller/intermediary to facilitate distribution.
How does the author define a "direct response mechanism"?
It is defined as a practical tool for evaluating the efficiency of marketing messages by measuring the response per thousand (RPM) to assess ROI.
- Citar trabajo
- V.A Sejati (Autor), 2024, Marketing Communication, Concepts, Promotion and Distribution, Múnich, GRIN Verlag, https://www.grin.com/document/1477114
