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Recommended: Marketing Strategies
Advertising and Promotion Strategy
Raising awareness about the product a company has at hand is where business begins and it is a great teller of how successful the product will be in the competitive market. The art of communication has become a vital aspect and this is attributed to the fact that there are a wide variety of channels of communication that a company can employ. It is therefore advisable that as a company you be able to come up with a marketing strategy that will make your products stand out from the rest of the crowd. The company should be able to create a message that will be used in giving the product a position in the market. In the current world internet has changed the way business is being conducted and issues of targeting and segmentation are being handled differently (Milkman, 2008).
All this is done with the intention of increasing the revenue and profits of a given organization. It is all about the connections we have that will make us be able to sell our products best. You should be able to tell why the consumers should be able to buy the products you have in the market by summarizing the details about the product. Have a unique approach that will make the consumers have a reason for conducting business with you. Through communication, you are able to act as the problem solver for your consumers and create trust for them. You have to summarize the products services and the package options the organization has and the benefits of each to the consumer. The communication strategy adopted should be one that will give you feedback once the product has been released into the market. As an organization, they should expect both a positive and a negative feedback. Due to this they should be armed with ...
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Milkman, K. L. (2008) Tap Consumers' Desire for "Shoulds". Harvard Business Review. Jul-Aug. Vol. 86. I (7/8). 22-23.
O’Connell, A. (2010). Reading the Public Mind. Deshpandé, Rohit Why You Aren't Buying Venezuelan Chocolate. Harvard Business Review. Vol. 88. 25-27.
Ogilvie, J.R. (2006). CLEP Principles of Management: The Best Test Preparation for the CLEP. New Jersey: Research & Education Association.
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Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
When a business aims to be as successful as possible in selling its products and services, it must examine in detail whether or not the products will be attractive and necessary; if the price is optimal; if the product is being distributed in the best locations; and finally, how interest and awareness can be created for the products. In order for a business to target all of these elements at the right people at the right time, it must employ the right type of marketing mix: Product, Price, Place and Promotion.
Along with localizing the product, businesses should adjust their advertising strategy to better suit the intended market in order to “…promote consumer awareness of its products” (Ramarapu, Timmerman, & Ramarapu, 1999). This is the third issue that U.S. businesses should address. Advertising characteristics, regulations, and customs differ between cultures. For example, it may be perfectly legal and socially acceptable to advertise a product on a billboard in the United States, but this practice may be illegal or frowned upon in a foreign market. Researching a country’s advertising customs might be needed in order to effectively target the intended consumers.
Jobber,D & Ellis-Chadwick, F (2012). Principles and Practices Of Marketing. 7th ed. : McGraw Hill Higher Education. p19-21 & 352-354.
Ferrell, O. C., & Hartline, M. (2011). Marketing strategy. (Fifth ed., pp. ????). Mason, OH: South-Western Cengage Learning. Retrieved from https://www.betheluniversityonline.net/mba/SectionFramework.aspx?SectionID=783
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
Over the last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch & Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturer's hands to the hands of consumers (Belch & Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidence in media advertising, increased reliance on targeted communication methods, and media fragmentation and so on (Belch & Belch 2004).
Czinkota, M.R. and Ronkainen, I.A. (1995), International Marketing, 4th ed., The Dryden Press, Hinsdale, IL.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Today’s business environment is highly dynamic and competitive. In order to become successful, companies must use advanced marketing techniques and branding strategies. The significance of Integrated Marketing Communication (IMC) is therefore, very critical. IMC sends out a single message through different media vehicles, which helps the company to target a wide variety of audience. According to Gerber (2008), Integrated Marketing Communication is the process of using a combination of different types of marketing communication to send the same message to consumers. The following report lays an IMC plan for N...
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
Kotler, P., & Keller, K. (2012). Marketing management (14th ed., Global ed.). Boston, [Mass.: Pearson.
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th ed.). Upper Saddle River, NJ:
Phillip Kotler, Gary Armstong , Veronica Wong, John Saunders. Principles of Marketing ( 5th edition). Principles of Marketing (PAGE 385)