Ch. 15 - Communicating with the Market Flashcards
Describe the communication process with the market and how a message becomes distorted through the “noise” that occurs between each part.
- Sender encoding - original message as intended
* noise* - Medium to communicate message
* noise* - Receiver Decoding
- Outcome
- Feedback
* noise* - Noising Feedback
* noise* - Feedback with distortion for Sender encoder
With regards to the communication process with the market, what is “noise”?
- a belief or predisposition which acts as a filter that interprets messages and distorts them
- caused by misunderstanding, misinterpretation, rumor, pre-determined beliefs, and other competing influences, such as fatigue, distractions, crises, and competitive
messages
List some ways to get the best messages to audiences in business marketing communications.
- Be aware of differences in jargon between industries
- Be aware of limitations/distortions introduced by various media
- Seek feedback quickly, in all forms, to make adjustments as necessary
- The message should bee tailored to the audience.
What are the 4 elements of the General Promotion Mix?
- Personal Selling
- Advertising
- Sales Promotion
- Public Relations
What is personal selling?
- Person to person conversation
- Immediate feedback allows adaptation of message
- Costly per contact
- Effective to persuade
What is advertising?
- Paid access to media – monologue conversation often - with no direct feedback
- Needs to carry short message
- Low cost per contact
- Usually not good for direct influence on final decision
What is sales promotion? What are the three kinds of promotion?
- Inducements to action – enhance value
Three general kinds of promotions: - Sales promotion focused on sales team support
- Sales promotion focused on middleperson support - “push” promotions
- Sales promotion focused on customers “pull” promotions
What is public relations? What are the two major dimensions of effective PR?
- Efforts to get favorable coverage of the business by third-party media and publics
- PR efforts difficult to control
Two major dimensions of effective PR: - Build a relationship with media
- Creativity in getting coverage
What are trade shows and conferences used for?
- Personal selling
- Product presentations and demonstrations;
- Relationship building
- Building customer memory with premium merchandise and print promotion
- Building credibility
- An opportunity for learning about customers and competitors
What are the key decisions for trade shows and conferences?
- Trade show objectives
- Which shows to attend
- Who should go
- What statement/positioning should design of exhibits reinforce
What are the advantages of using internet communications to market products and services a company sells?
- Low-cost interactivity
- Immediacy, real time or near-real time feedback and adaptation
How can you be effective with internet communications to market products and services?
- Know the customers as well as possible
- Coordinate Internet communications with other forms of communications
- Track effectiveness – server logs offer good data on user/customer response behaviour
Why use a website to market products and services?
Website can be used by customers to:
- recognize and understand problems
- collect and compare information
- obtain additional materials
- use a product configurator to test alternative solution ideas and get quotes
What are key things to remember when designing a website to be used as a communication tool?
- Designed to address different segments
- Identify site visitors
- Designed for ease of use
Name 3 ways to help you advertise and gain sales online.
- Search engine optimization (SEO) – easy to find with a search engine (Google)
- Banner advertising on complementary web sites
- Buying pay-per-click search words
