Running a business is an art in combining various skills. Businesses thrive and advance because companies implement marketing communication planning well. Marketing communication planning is prepared by the marketing division, including background, marketing objectives, tactics, implementation, and evaluating whether the goals or targets have been achieved. The marketing division is a human resource that must have multiple skills such as communication with others, experience in the field of media, meticulous in analyzing problems and problem solving, knowing government regulations, and mathematical rigor.
This book is based on the results of research conducted by the author which can be used as a reference for students and novice businessmen. Marketing communication is not the only determinant of a company's progress, but it is able to generate profits and make the company survive. The marketing division composes marketing communication objectives which consist of communication objectives and marketing objectives. These objectives are implemented according to the marketing communication planning arrangement. This book explains how to implement marketing communication in various companies, so that it can be used as a learning reference for students, marketing divisions, and entrepreneurs.
Table of Contents
CHAPTER 1. RETAIL ADVERTISING STRATEGY
Why use advertising terms?
Retail.
How is Poundland Brighton's Advertising Strategy Based on Observational Research?
Media Advertising.
Website.
Advertising E-mail
Buzz or Word of Mouth
Social Media.
Catalog.
Conclusion.
CHAPTER 2. IMPLEMENTATION OF SERVICE MARKETING COMMUNICATION
Marketing Mix.
The Service Sector and Its Contribution to the Indonesian Economy
Service Marketing Mix
What is the service marketing communication strategy in the motorcycle repair shop business?
Price.
Place / Cyberspace & Time.
Promotion.
People.
Process of Service Production.
Physical Evidence
CONCLUSION
CHAPTER 3. COMMUNICATION AS A DETERMINANT OF REPURCHASE SUCCESS
Interactive Communication.
Interpersonal Communication.
Consumer Behavior.
How Does Sales Force Increase Repurchase?
The supporting media for Sales force
Conclusion.
CHAPTER 4. WORDS OF MOUTH TO ACHIEVE MARKETING COMMUNICATION OBJECTIVES
Word of mouth (WOM) communication
How to Implement Words of Mouth Marketing?
Sales force as a source of marketing WOM.
Online WOM Through Social Media Online
Conclusion.
CHAPTER 5. HANDLING CONSUMER COMPLAINTS
Consumers
Handling complaints from consumers of service products
Empathy Towards Disappointed Customers.
Fastest in Handling Complaints.
Fairness or Justice in Solving Problems or Complaints.
Ease for Consumers to Contact the Company.
Conclusion.
CHAPTER 6. MARKETING COMMUNICATION MEDIA PLANNING
Media Basics.
Print Media.
Out of home (OOH) advertising
Packaging
Broadcast Media
The popularity of a TV show
Internet.
Marketing Communication Media.
Target Audience.
Interactive Internet Media.
BLOG
Social Media.
Conclusion.
CHAPTER 7. EXAMPLE OF GOAL SETTING FOR SMALL BUSINESSES
Background
Goal Setting.
CHAPTER 8. PRICING STRATEGY
Prices
Setting prices.
What is the strategy for determining transportation rental service fees
Pricing Strategy During the Pandemic
CONCLUSION.
CHAPTER 9. MARKETING COMMUNICATION OBJECTIVES
Marketing communications
Implementing marketing communications through remote working
Disadvantages of Remote Working.
CONCLUSION
Objectives and Research Themes
This book explores the implementation of business marketing communication strategies, specifically focusing on how diverse tools and methods—ranging from traditional retail advertising and service marketing mixes to digital remote work models—effectively drive customer acquisition, retention, and repurchase in varied business environments.
- Utilization of various media (Print, Internet, Social Media) for retail advertising strategies.
- Application of the service marketing mix (4Ps and 3Ps) and effective handling of consumer complaints.
- Use of Word of Mouth (WOM) and strategic sales force management to enhance repurchase success.
- The impact of communication-focused goal setting for small businesses.
- Adaptation of marketing communication objectives during and after the pandemic, including remote working practices.
Excerpt from the Book
How is Poundland Brighton's Advertising Strategy Based on Observational Research?
Poundland Brighton is located on Western Road, North Street, and London road, all of which are located in Brighton's Churchill Square shopping district. The headquarters of Poundland is located in Willenhall, West Midlands, England. Poundland was first established in 1990 in Buton Upon Trent, providing daily necessities, school and office supplies, party supplies, plantation supplies, pet supplies, cosmetics and so on, for £1 on almost any product. Based on direct observation by the author, there are also products priced at more than £1 in the store with a circular rice logo on a green shop-sign and the tagline "AMAZING VALUE" for each advertisement where there are thousands of products marketed.
In 2014 there were 500 branches of Poundland. Poundland, located on Western Road, Brighton, has an in-store ATM facility, a parking location adjacent to the store, is open on Sundays, and the store is located on the side of a strategic highway in a shopping district. The store is always crowded with consumers from 08.30 to 18.00 even on Sundays open at 11.00. Poundland is one of the largest retailers in Europe. Without offering discounts, Poundland has offered low prices compared to other retailers such as Tesco and Sainsburys, and in promoting its product image, Poundland states: Big Brands Cost Less at Poundland on its website. In fact, in 2015 Poundland received the Retail Industry Awards in the category of discount retailer after in 2014 won the Grocer Gold Awards Winner Variety Discounter of the Year 2014. Advertising is a type of marketing communication which is a general term and refers to all forms of communication techniques that marketers use to reach their consumers and convey their message.
Summary of Chapters
CHAPTER 1. RETAIL ADVERTISING STRATEGY: This chapter defines advertising principles and contrasts it with promotion, using Poundland Brighton as a case study to illustrate effective retail strategies.
CHAPTER 2. IMPLEMENTATION OF SERVICE MARKETING COMMUNICATION: It details the service marketing mix, including 4Ps and 3Ps, and analyzes the role of the service sector in the Indonesian economy.
CHAPTER 3. COMMUNICATION AS A DETERMINANT OF REPURCHASE SUCCESS: Explores how interactive and interpersonal communication, along with effective sales force engagement, influences consumer decisions and encourages repeat purchases.
CHAPTER 4. WORDS OF MOUTH TO ACHIEVE MARKETING COMMUNICATION OBJECTIVES: Discusses the impact of both offline and online word-of-mouth marketing as a powerful, cost-effective tool to influence consumer behavior and improve brand trust.
CHAPTER 5. HANDLING CONSUMER COMPLAINTS: Covers strategies for managing dissatisfaction through empathy, speed, and fairness, highlighting the importance of a reliable contact database.
CHAPTER 6. MARKETING COMMUNICATION MEDIA PLANNING: Provides a comprehensive overview of choosing the right media mix, from print and broadcast to internet and social media, based on target audience analysis.
CHAPTER 7. EXAMPLE OF GOAL SETTING FOR SMALL BUSINESSES: Explains how small businesses can adapt to economic changes by establishing specific, focused, and participatory goals.
CHAPTER 8. PRICING STRATEGY: outlines various pricing strategies, including market-based and value-based models, and how to adapt them during crises like the pandemic.
CHAPTER 9. MARKETING COMMUNICATION OBJECTIVES: Examines how companies can maintain and achieve marketing goals through remote work and adaptability in the digital era.
Keywords
Marketing Communication, Advertising, Retail Strategy, Service Marketing Mix, Word of Mouth, Repurchase Success, Consumer Complaints, Sales Force, Remote Working, Goal Setting, Pricing Strategy, Social Media Marketing, Customer Satisfaction, Business Communication, Media Planning
Frequently Asked Questions
What is the core focus of this work?
This work examines the practical implementation of marketing communication across retail and service businesses, exploring how companies can adapt to various economic conditions and consumer environments.
What are the central thematic areas?
The central themes include advertising strategies, service marketing mixes, the psychology behind consumer complaints and repurchases, and the shift toward digital and remote communication models.
What is the primary research goal?
The primary goal is to provide a reference for students, entrepreneurs, and marketing professionals on how to implement integrated marketing communications that satisfy customers and ensure business sustainability.
Which scientific methods were used?
The author utilizes direct observation, case studies (such as Poundland and Suzuki Motor Magetan), and synthesis of organizational marketing standards and academic theories from authors like Moriarty, Kotler, and Lovelock.
What topics are covered in the main section?
The main sections cover the definition and function of advertising, the execution of service marketing, the role of human resources (sales force), managing customer relations and complaints, and adapting media planning to digital transformation.
Which keywords best characterize the work?
Keywords include Marketing Communication, Service Marketing Mix, Word of Mouth, Repurchase Success, Goal Setting, and Remote Working.
How does the author view the role of the sales force in the motorcycle business?
The author emphasizes that the sales force acts as a "frontline" customer assistant rather than just a product seller, utilizing verbal and non-verbal communication to build long-term trust and satisfaction.
How did the pandemic influence marketing strategies described here?
The book illustrates that the pandemic necessitated a transition toward digital interaction (e-WOM, social media, remote working) to minimize costs while maintaining necessary communication with customers.
What is the importance of "Physical Evidence" in service marketing?
Physical evidence, such as clean and comfortable showroom layouts, significantly impacts consumer mood and their first impression of service quality, acting as a crucial supporting element in the marketing mix.
What is the significance of the "Goal Setting" chapter for small businesses?
It provides a structured framework, including actionable tables, that helps small businesses quantify their targets and strategies, ensuring they remain focused and adaptable in turbulent economic times.
- Quote paper
- Veny Ari Sejati (Author), 2025, Implementation Of Business Marketing Communication, Munich, GRIN Verlag, https://www.grin.com/document/1556448
