Dis4-2

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are sets of interdependent organizations that involve in the process of making a product /service available for consumption. negotiation, finance, and risk Marketing channel functions as a set of paths for products or services to follow production. The result is the culmination of purchase and consumption by the end user. Members of the marketing channel perform several key functions ( storage and movement, title, and communications) that create a forward flow from the company to the customer. The other activities (ordering and payment) create a backward flow from customers to the company. Some others (information, -taking) occur in both directions. Based on the number of intermediaries, there are three core distribution strategies: exclusive ( small number of intermediaries), franchisees are a group of enterprises whose systematic operations are planned, directed, and controlled by the operation's innovator, the franchisor. Franchisees benefit from buying into a business with a well- known and accepted brand name. They find it easier to borrow money for their business from financial institutions, and they receive support in areas ranging from marketing and advertising to site selection and staffing. All marketing channels have the potential for conflict and competition. Companies can try to manage conflict through dual compensation, superordinate goals, employee exchange, co-optation, and other means. Supply chain management is the approach to managing logistics. It assists a company in identifying superior suppliersimproving productivity, and reducing costs. n about design and integrated marketing. Integrated marketing communication is all forms of marketing mediums that are consistent and tell a story together to the customer. The integrated approach is needed as company consistency is important when communicating to customers. There are several ways a company communicates with customers.. The most popular forms of advertising are television, dvertising. There are two common approaches to promoting traffic in a company's online media: (1) search the sender, decoding response, receiver, and feedback. To generate consumer response, there are several steps including awareness engine optimization (SEO) and search engine marketing (SEM). Social media comes in many forms: online communities and forums, blogs, social networks, and customer reviews. Mobile communications are interactive marketing by which marketers can use a means to become part of special and more personally relevant moments in consumers' lives. Word-of-mouth marketing's purpose is to engage customers to share with others their views and experiences about products, services, and brands. Publicity aims to promote a company and its offerings. marketing communication. Marketing communication is how firms attempt to inform, persuade, and remind consumers about the company's products and brands. The elements in the communication process are, knowledge, liking, preference, conviction, and purchase. Developing effective communication requires eight steps: identifying the target audience, choosing the communication objectives, designing the communication, selecting the communication channels, setting the total communication budget, choosing the communication mix, measuring the communication results, and managing the integrated marketing communication process. Designing effective communication requires making three key decisions: what to say, how to say it, and who should say it. Communication channels can be personal or non-personal. They sell products as top-priced items but provide excellent qualities and features competitors can't offer.
The most effective way to set the communication budget is the objective-and-task method, a way to develop budgets by defining specific objectives. Measuring the effectiveness of the marketing members of the target audienc Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by a sponsor e whether they recognize or recall the communication, how many times they saw it, what points they recall, how they felt about the communication, what their previous attitudes toward , a marketing professor at Harvard Business School, the price of the product is more than just the cost plus the margin. It is the value to the customer minus the incentive to buy. For a product, the gap between the price and the cost is the incentive to sell. value is more important because it affects the buy or not to buy decision of consumers functions in increasing the gap between the price and perceived value. By raising the perceived value, the customer has more incentive to buy. This can be done by adding features, add tiers to roducts. We have seen this in successful companies such as Apple iPhones or Beats by Dre headsets.
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