Monday, May 18, 2020
The Marketing Communication Process - Free Essay Example
Sample details Pages: 8 Words: 2484 Downloads: 5 Date added: 2017/06/26 Category Marketing Essay Type Research paper Did you like this example? Summary of Marketing Communications Process The marketing communication process represents varied disciplines and tools that are composed of five elements (Finne and Gronroos, 2009). These represent advertising, personal selling, sales promotion, direct marketing and public relations. The above were examined and explored in this discussion where each was found to have individual and specialised use and contribution to the marketing communication process. Donââ¬â¢t waste time! Our writers will create an original "The Marketing Communication Process" essay for you Create order The process is an interdependent series of marketing efforts that require companies and marketers to take stock of the attributes and shortcomings of their product or service to construct a plan that achieves successful outcomes. The application of the marketing communication process is not a dogmatic discipline, but rather one that requires an understanding of the relative strengths and weaknesses of each component. This provides the basis for understanding how components can work together to address differing product and service demands. Understanding Marketing Communication and Advertising The mass media benefits of advertising is a key component as it offers the means to reach and influence the broadest cross section of consumers in a highly cost effective manner (Gilbody et al, 2005). The mediums employed represent television, broadcast, print and online techniques along with billboards, signs, posters and other forms that put the product message in front of the public. One of the challenges is waste and targeting. The mass media approach means that whilst the ad placements can be positioned to meet certain demographic and psychological aspects of the target audience, the imprecise approaches of television, broadcast and varied print mediums means that the advertising efforts will be either seen by non-target profiles or potentially lost in a sea of what is termed as advertising clutter (Rotfeld, 2006). Advertising clutter is defined as a large amount of advertising messages that bombard a consumer during television programs, the pages of magazines or in other p rint or broadcast mediums (Rotfeld, 2006). The number of ads tends to cause consumers to either ignore these efforts or to tune them out unless the creativity used in the messages specially appeals to a consumer need (Fill, 2005). The above are distinct challenges faced by marketers in the use of advertising that are highly difficult and complex to execute. Whilst consumers can be classified and grouped into general categories, the differing stages represented by their decision making process in terms of readiness and intent to purchase poses additional hurdles faced by using mass media advertising (Chan et al, 2009). Frequency and repetitiveness represent the general tool used to address the above, however, depending on the medium used, such as television and magazines, these measures (frequency) can be highly expensive (Kelly and Jugenheimer, 2008; Fill, 2005). Overcoming the above costs aspects as well as clutter and the tendency to ignore ads represents a distinct challeng e for marketers. The solution lies in crafting a mixture of advertising, personal selling, sales promotion, direct marketing and public relations that provide enough frequency and exposure to counteract the indicated clutter and tendency to ignore ads, whilst meeting the dictates of a cost effective budget. Contribution of Personal Selling to Marketing Communications Depending on the nature of the business, the products being offered and the size of the company, personal selling can represent either an efficient or highly costly mode of marketing communication (Baker and Hart, 2008). Whilst in most cases the sales personal are paid by commission, the percentage of the sale that needs to be devoted to this approach has to be high enough to induce top flight personnel to participate (Ross et al, 2005). The potential to sell enough units to enable them to earn a good wage is a critical factor in attracting better qualified individuals (Ross et al, 2005). More importantly, the product has to be suited to this type of approach. Other challenges include being able to develop suitable potential sales prospects that represent lead generation created by advertising, offers, website visits, promotions and in some cases cold canvassing techniques (Smith et al, 2006). The challenges are to reduce the per unit sales expense low enough to justify its use and the payment of commissions. In terms of an example of the above, this means that the item must be highly suited for direct selling. Insurance, brokerage services, real estate and cars are prime examples (Hendershott and Zhang, 2006). This is due to the complexity of choices in terms of product types where explaining and establishing a rapport with the consumer is a key part of the process (Hendershott and Zhang, 2006; Fill, 2005). The built in margins in these products and services is high enough to absorb the commission and sales administration costs that include hiring better quality personnel. As pointed, personal selling, in lieu of mass product distribution in stores, chains or using the Internet is not suited to many types of products or services. Typically, companies such as electronics (computers, home appliances, banking and other products or services) utilise amended customer service call in centres where operators are trained to refer customer to a sales department when it is discovered a new or replacement product is either needed or desired (Piercy and Rich, 2009). This is a form of personal selling that is organised as part of normal business functions, in order to aid in generating sales whilst keeping costs low. As is the case with the marketing communications process, in order to address the varied challenges faced by targeting and reaching the right prospects in a cost effective manner, a combination of various segments of the five marketing communications process elements needs to be used that suits the individual situations, products and other aspects of each company. Apple is a key example of a company that uses all forms of the five elements in conjunction with personal selling that consists of the Apple Store outlets, service and the Internet (MuÃÆ'à ±iz and Schau, 2007). It also utilises varied forms of sales promotion, direct marketing and public relations in a multi-pronged effort to reach as broad a potential audience combin ed with frequency and exposure to create the conditions to generate sales (Shimp and Andrews, 2013). This is an example also employed by automotive and other companies (insurance, banking, etc.). Benefits of Sales Promotion in Marketing Communications This is a form that in most cases uses purchase incentives to lure customers to buy based on varied reasons (Gronroos, 2004). It can be seen in supermarkets where varied products and produce carry two for one offers to generate sales using savings as the lure. Other inducements represent discounts during off seasonality buying lows such as January for cars, or May and June price discounts for computer equipment that usually spikes in August, as part of back to school specials (Alawadi et al, 2006). Basically, all companies use some form of sales promotion to generate sales based on seasonality or competitive factors that are used in conjunction with other marketing communication processes. The key challenge that marketers face in terms of the use of this method is not devalue the perceived worth of their products by using too many sales promotions that customers are quick to see as efforts to gain sales (Alawadi et al, 2006). Apple is a prime example of a company that makes limi ted use of sales promotions, and when they do, it primarily consists of adding additional memory or other features as part of the normal sales price (MuÃÆ'à ±iz and Schau, 2007). Apple has maintained a high price point for its products by avoiding sales promotions that offer price discounts. The automotive discount wars of the late 1990 and early 2000 showed automotive companies that discounting prices actually hinder bottom line revenues (Baily et al, 2005). Uses of Direct Marketing in Marketing Communication This process represents one that includes mailing special offers and inducements to customers and target audiences that are an important generator of sales (Fill, 2005). Huge customer relationship data bases are compiled using point of sale information from dealers and stores, Internet sale websites, customer service intake calls and other methods (Tapp. 2008). It aids in understanding purchase patterns, demographics, and frequency of purchase that are used to put together special mailings. Insurance companies, banks, supermarket chains and many service type industries make extensive use of this method. Todays electronic mediums such as the Internet, and smartphones have expanded the effectiveness and efficiency of direct marketing (Persaud and Azhar, 2012). The challenge that marketers face today is that the compiling of these customer relationship databases, along with purchase and contact records has become common practice for large firms (Neslin et al, 2006). The increased c ompetitiveness of firms within varied industry classifications, along with new affordable database software and storage systems means this field of marketing communications has undergone a transformation process (Wilson, 2011). This means that mid-sized and smaller forms are able to effectively use the sales generation benefits of direct marketing in their overall efforts. The new challenge thus represents the creative crafting of customised approached using printed materials (mail) and electronic distribution devised to appeal to customers and target audience using more specialised parameters (Palmer and Loenig-Lewis, 2009). Knowing when customers might seek to replace a product or upgrade their insurance, are keys to effectiveness under direct marketing that helps to generate leads and inquiries. The challenge that faces marketers is knowing how and when to prospect for sales and customers to induce them to take action, and purchase. The modern interconnected nature of physical locations, Internet websites, emails, online customer service and other areas represents a highly proactive customer environment for every phase of the direct marketing experience (Palmer and Loenig-Lewis, 2009). The understanding of the increased immediacy in reaching and providing consumers ways to receive, or get answers to questions is key to all of the marketing communication process mentioned herein. How Public Relations Contribute to the Marketing Communications Process This represents an underutilised form for most firms as they fail to understand the importance of keeping the public informed of developments (Krimsky, 2007). The Internet age has given rise to increased scrutiny concerning all aspects of company operations, products and shortcomings (Krimsky, 2007). Curtin and Gaither (2009) define public relations as the process of supplying stakeholders and the general public with information regarding its operations. However, in todays information age, companys face new challenges represented by the increased availability of positive and negative comments by bloggers, product reviewers, and comparative product sites (Droge et al, 2009). The avenue to address these areas represents public relations releases in print, the Internet along with video chats, video conferences and other means highly successful marketing companies such as Apple use public relations to introduce new product innovations, releases, information on upcoming developments and other aspects of operations and products to keep the companys name and activities in front of the public (Cornelissen, 2014). The challenge faced by marketers is to take advantage of the climate for increased information consumers crave, use this as a positive vehicle that works in consort with other marketing communications processes. This approach represents a highly sophisticated and coordinated approach that looks at marketing communications as a whole, as opposed to piece meal operations. Subject Conclusions Whilst it is convenient to think of the marketing communication process in terms of large companies, this does not necessarily provide the needed examples to understand the best approaches. There are countless examples of large companies that have spent huge sums on marketing, only to be out manoeuvred by smaller companies that established a more focused and connected approach to engage consumers. The main message that was uncovered throughout this examination is that each potential to communicate with the public represents a selling opportunity using the most cost effective and attention getting means available. Todays Internet and varied approaches to aid in the coordination of advertising (using Internet banner ads), personal selling (using customer service), sales promotion, direct marketing (using email and mobile technologies, along with carefully crafted public relations are examples. The hallmark of successful marketing communications is a consistent theme and message de livery that utilises all of the processes. The challenge faced by marketers is not the size of budgets, but how to obtain maximum exposure, message delivery and consistency that combats competitive efforts and strikes an accord with consumers. This entails the use of all of the processes using memorable messages that consumers can connect and relate to, and then delivering on these promises. References Baily, M., Farrell, D., Greenberg, E., Henrich, J., Jinjo, N., Jolles, M., Reinesd, J. (2005) Increasing Global Competition and Labor Productivity: Lessons from the US Automotive Industry. (online) Available at https://www.frbsf.org/economic-research/events/feed/4_IncreasingGlobalCompetition1.pdf Baker, M., Hart, S. (2008) The Marketing Book. London: Elsevier. Chan, J., Zhenhui, J.., Tan, B. (2009) Understanding Online Interruption-Based Advertising: Impacts of Exposure Timing, Advertising Intent, and Brand Image. Engineering Management. 57(3). pp. 369-370. Cornelissen, J. (2014) Corporate Communication: A Guide to Theory and Practice. London: Sage Publications. Curtin, P., Gaither, T. (2009) Privileging Identity, Difference, and Power: The Circuit of Culture As a Basis for Public Relations Theory. Journal of Public Relations Research. 17(2). pp. 95-97. Droge, C., Stanko, M., Pollitte, W. (2009) Lead Users and Early Adopters on the Web: The Role of New Technology Pro duct Blogs. Journal of Product Innovation Management. 27(1). pp. 71-75. Fill, C. (2005) Marketing Communications: Engagements, Strategies and Practice. Harlow: Pearson Education. Finne, A., Gronroos, C. (2009) Rethinking marketing communication: From integrated marketing communication to relationship communication. Journal of Marketing Communications. 15(3). pp. 184-186. Gilbody, S., Wilson, P., Watt, I. (2005) Benefits and harms of direct to consumer advertising: a systematic review. British Medical Journal of Quality and Safety. 14(6). pp. 248-249. Gronroos, C. (2004) The relationship marketing process: communication, interaction, dialogue, value. Journal of Business Industrial Marketing. 19(2). pp.103 105. Hendershott, T., Zhang, J. (2006) A model of direct and intermediated sales. Journal of Economics Management Strategy. 15(2). pp. 283-285. Kelly, L., Jugenheimer, D. (2008) Advertising Media Planning. Armonk: M.E. Sharpe. Krimsky, S. (2007) Risk communic ation in the internet age: The rise of disorganized skepticism. Environmental Hazards. 7(2). pp. 161-163. MuÃÆ'à ±iz, A., Schau, H. (2007) Vigilante Marketing and Consumer-Created Communications. Journal of Advertising. 36(3). pp. 38-40. Neslin, S., Gupta, S., Kamakura, W., Lu, J., Mason, C. (2006) Defection Detection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models. Journal of Marketing Research. 43(2). pp. 207-210. Palmer, A., Loenig-Lewis, N. (2009) An experiential, social networkà ¢Ã¢â ¬Ã based approach to direct marketing. Direct Marketing: An International Journal. 3(3). pp.168 172. Persaud, A., Azhar, I. (2012) Innovative mobile marketing via smartphones: Are consumers ready? Marketing Intelligence Planning. 30(4). pp.423 425. Piercy, N., Rich, N. (2009) Lean transformation in the pure service environment: the case of the call service centre. International Journal of Operations Production Management. 29(1). pp.56 61. Ross, W., Dalsace, F., Anderson, E. (2005) Should you set up your own sales force or should you outsource it? Pitfalls in the standard analysis. Business Horizons. 48(1). pp. 28-31. Shimp, T., Andrews, J. (2013) Advertising Promotion and Other Aspects of Integrated Marketing Communications. London: Cengage Learning. Smith, T., Gopalakrishna, S., Chatterjee, R. (2006) A Three-Stage Model of Integrated Marketing Communications at the Marketing-Sales Interface. Journal of Marketing Research. 43(4). pp. 564-579. Tapp. A. (2008) Principles of Direct and Database Marketing. Harlow: Pearson Education. Wilson, A. (2011) Marketing Research: An Integrated Approach. London: FT Prentice Hall.
Wednesday, May 6, 2020
The Cycles Approach For Children With Severe Speech Sound...
The purpose of this evidence based research paper is to evaluate the efficacy of the cycles approach when compared to the traditional articulation therapy approach in the treatment of children who are highly unintelligible. The Cycles Phonological Remediation Approach (Hodson, 2011) is a treatment method for children with severe speech sound disorders. This approach targets phonological pattern errors in a sequential manner. During each cycle, one or more phonological patterns are targeted and after each cycle is complete, another cycle begins. Recycling of phonological patterns continues until the targeted patterns are generalized into the childââ¬â¢s conversational speech. The cycles approach is meant to mirror typical phonological development in children (Hodson, 2011). The components of the Cycles Phonological Remediation Approach were developed from theories of phonological development, principles of cognitive psychology, and ongoing research in phonological acquisition (Hodson, 2006). Hodson proposes that children who are highly unintelligible would benefit from a treatment program that targets pattern errors in systematic cycles and uses auditory bombardment in combination with practice activities during therapy sessions. Clinicians interested in employing this method could benefit from research that answers the question- ââ¬Å"is the cycles approach more effective than the traditional articulation therapy approach in the treatment of children who are highlyShow MoreRelatedProblems Associated With A Severe Phonological Disorder Essay1220 Words à |à 5 PagesKara-lynn is a 3 year; 6 month old female presenting with a severe phonological disorder. 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Tanglewood free essay sample
The environmental scan for Tanglewood is very complex. According to the scan, there is a consistent supply of qualified individuals to fill managerial positions; however, it has been determined that Tanglewood may experience difficulties completing this task for several reasons. First, retail is often viewed as an undesirable market for recent college graduates. Secondly, many associate retail with working long hours, low pay, and frequent conflict with lower-level employees. These factors lessen as individuals move up in management, but many qualified candidates dont want to invest years of employment to reach this goal. Lastly, the hiring policy at Tanglewood requires employees to enter as store associates and slowly move up the hierarchy. Tanglewood strives to promote extensively from within, and its internal staffing strategy is seen as the real strength for the company, and a tool to increase the retention of lower level employees. Markov Analysis Action Plan According to the forecast of labor requirements found in Table 1. We will write a custom essay sample on Tanglewood or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 1, next yearââ¬â¢s projections suggest Tanglewood will need 4. 845 store associates, 42 shift leaders, 105 department managers, 21 assistant managers and 5 store manager. Based on Tanglewoodââ¬â¢s practice of hiring internally, our hiring efforts will focus of hiring additional store associates. We will hire additional sales associates to met our staffing needs and to fill any vacancies created through our internal efforts to fill existing managerial positions. We will also strive to met our qualitative staffing objectives through making small adjustments in our organizationââ¬â¢s recruitment efforts to employee a better quality of employees, develop talent and have an exceptional workforce. We will do this by erasing the negative perceptions of the retail industry. The first step to completing this task involves making adjustments to our employment arrangements. Flexible schedules will be offered to support a healthy work-life balance for employees. Also, Tanglewood will actively participate in campus job fairs, recruitment efforts and partner with local universities to be more visible in the community as a preferred employer and an employer of choice. It is also suggested that Tanglewood develop a management training program to recruit and retain promising college graduates. This program will use the Tanglewood philosophy of starting from the bottom and moving up to allow management trainees to be exposed to Tanglewood and its organizational culture and philosophy. For current employees that show promise, Tanglewood should create a management mentoring program that will allow them to partner with members of management. This partnership will expose high-speed and promising employees to a wealth of feedback, knowledge, experience, guidance and leadership needed to be successful in the Tanglewood family. Flex or multi-tasked work environment should be created allowing employees to work in and learn multiple departments and job functions. This promotes developing talent through developing new skills sets. We also suggest creating an employee appreciation campaign to allow employees to acknowledge each othersââ¬â¢ efforts and hard-work or to simply say thank you. This campaign can include the disbursement of thank you points that can be used by employees to obtain discounts on merchandise purchased in the store or online. This effort promotes morale and employee appreciation. To continue with the employee appreciation pilot, Tanglewood should administer a semi-annual employee survey. This survey will serve as a report card for Tanglewood to determine how effective or ineffective they are in employee appreciation, and meeting its organizational goals to its employees. Disparate Impact Analyses After examining the percentages of employees represented across demographic categories for Tanglewood and the labor market, it is determined there are particular classes or jobs where the representation within Tanglewood appears to be out of line with the available workforce. The percentages employed for females and minorities is less than what would reasonably be expected by the availability percentage for shift leaders; 68. 9% and 70. 6% respectively. the percentage employed for females and minorities is less than what would reasonably be excepted by the availability percentage for department managers; 78.8%. To address this matter, Tanglewood needs to establish a incumbency percent goal to move the demographics representation in line with the available workforce. The best option to achieve this is to solicit employment through advertisement that will be target at the protected party. Adjustments are required; however, this is a goal that can be achieved within the current year. Efforts should be made to solicit external hires to better represent the party in whole.
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