1.2. Role of Communication Flashcards
1
Q
4 Cs
A
- Customer Value
- Cost
- Communication
- Convenience
2
Q
Effective Marketing
A
Good product or Pricing PLUS available and appealing
3
Q
Modern concept of marketing
A
moving away from production to communication orientation
4
Q
What is communication
A
Sharing of information/ meaning between: the sender (the source) and the receiver (the audience)
Sender (encoding =>) message (medium) (decoding =>) receiver
5
Q
Encoding a message
A
putting idea into symbolic form
6
Q
transmitting the message (the symbols)
A
via some medium
7
Q
decoding the message
A
assigning meaning to transmitted symbols
8
Q
When does communication break down
A
- send the wrong message
- Send the right message but fail to encode it correctly
- Send the right message, encode it correctly, but send it via the wrong medium
- Send the right message, encode it correctly, send it via the correct medium, but receiver fails to decode it correctly
9
Q
Advertising
A
- paid form of media
- Reaches large, geographically dispersed audiences, often with high frequency
- Low cost per exposure, though overall costs are high
- Consumers perceive advertised goods as more legitimate
- Builds brand image; enhances brand attitude
- Impersonal; one-way communication
10
Q
Public realtions
A
- Enhance a company’s image through publicity, news conferences, sponsored events, open houses, donations
- Highly credible
- Many forms: news stories, news features, events and sponsorships, etc.
- Reaches many prospects missed via other forms of promotion
11
Q
Sales Promotion
A
- Makes use of a variety of formats: premiums, coupons, discounts, samples, etc.
- Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales
- Stimulates quick response
- short-lived
- Not effective at building long-term brand preferences
12
Q
Personal Selling
A
- Face-to-face contact between the marketer and the prospective customer
- Most effective tool for building buyers’ preferences, convictions, and actions
- Personal interaction allows for feedback and adjustments
- Buyers are more attentive
- Salesforce represents a long-term commitment
13
Q
Direct Marketing
A
- Customers purchase the product without a reseller
- Telemarketing, direct mail, online marketing, etc.
- Distinctive characteristics:
nonpublic, immediate, customized, interactive, measurable - well suited to highly targeted marketing efforts
14
Q
Marketing Communications Mix Comparison
A
Table
15
Q
Price can communicate…
A
- quality (high-end cars)
- exclusivity (watches)
