Marketing Strategy Kotler – Advertising means that companies try to inform, convince and warn consumers – directly or indirectly – about the products and brands they sell. , the fourth P in the marketing mix, now often referred to as marketing communication. A more modern term for promotion. . Marketing communications can be defined as “the way companies try to inform, persuade and inform consumers – directly or indirectly – about the products and brands they sell. Marketing communications represent the ‘voice’ of the company and its brands and are a way in which it can establish dialogue and build relationships with users Philip Kotler and David Lane Keller, Business Management (Upper Saddle River, NJ: Pearson Prentice Hall, 2009), 470. Business communications are all about communicating the products of the business. and services because customers can’t buy what they don’t know, thereby creating a two-way relationship. with customers than the original of many opinions about progress. Another conceptual iteration is the term integrated marketing communications (IMC). The coordination and integration of all marketing communication tools, methods and facilities in a company into a seamless service designed to make communication related to a company’s customers, business and other elections. . organization. , which is “the coordination and integration of all business communication channels, methods, and resources within a company into a seamless program designed to communicate effectively with customers, business, and other parts of the organization.” Dana-Nicoleta Lascu and Kenneth E. Clow, Essentials of Marketing (Mason, OH: Atomic Dog Publishing, 2007), 380. Small business owners should know and love all three terms because at least one of them will form the foundation of negotiations with sellers, employees. , and other companies. However, from a small business management point of view, IMC should be the guiding principle for the company.
Every small business must decide what it wants to achieve with its IMC plan. While many IMC programs focus on one goal, it is possible for a program to accomplish more than one goal at a time. The problem is that this will confuse consumers. Dana-Nicoleta Lascu and Kenneth E. Clow, The Importance of Marketing (Mason, OH: Atomic Dog Publishing, 2007), 393. IMC’s objectives can be divided into seven main categories : increasing demand. , differentiate between products (fear benefits and features not available from competitors), provide more information about the product or service (more information is available associated with more purchases), create brand equityThe value added to the brand through perception of quality and customer awareness of the brand. (added value to the brand through the customer’s perceived quality and brand awareness by the customer), purchase risk reduction (important for new products and for getting people to re-use existing products), promotion of competition (to create new brands and restore product stability), adapted from Dana-Nicoleta Lascu and Kenneth E. Clow, The Importance of Business (Mason, OH: Atomic Dog Publishing, 2007), 393–96. and type of authentication. As with all goals, IMC goals must meet the SMART criteria (Specific, Measurable, Complete, Realistic and Timely) described in section 7.2 “Business Business Measurement Criteria”.
Marketing Strategy Kotler
Integrated Marketing Communications Advertising, sales promotion, events and experiences, public relations and advertising, direct marketing, business meetings, word of mouth and personal selling. for small businesses, such as free games or brick-and-click, there will be a combination of the following main communication channels: advertising, sales, events and awareness raising, public relations (PR) and advertising, direct marketing, interactive marketing, word of mouth communication and personal selling. Philip Kotler and David Lane Keller, Business Management (Upper Saddle River, NJ: Pearson Prentice Hall, 2009), 470. Each type of communication has its advantages and disadvantages, which must be carefully weighed. there must be a final choice.
Marketing Quotes From Philip Kotler The Father Of Marketing
Advertising Any paid form of non-personal presentation and promotion of ideas, goods or services by a sponsor. is “any form of payment for the sponsor’s non-personal presentation and promotion of ideas, goods or services.” Philip Kotler and David Lane Keller, Marketing Management (Upper Saddle River, NJ: Pearson Prentice Hall, 2009), 472. Advertising is all around us – for example, advertising on TV and radio, in newspapers and magazines, at train stations and in trains, on the sides and inside of buses, in public toilets, in taxis, on the internet and in publications. Ads can be found in other places as well, and places are only limited by the creativity of the company posting the ads.
Small businesses should choose media channels such as radio, television, newspapers, magazines, the Internet and newspapers. (e.g. radio, television, newspapers, billboards, internet and magazines) based on the product, target group and budget. For example, a local travel agency that sells spring break vacations to students might place an ad in the school newspaper, a school newsletter (for students), and a local newspaper (for parents), and broadcast on college radio. publisher request]. Examples of proven small business ads include yellow pages, newspaper and magazine ads, direct mail, business cards, auto ads, radio and cable TV ads, seat/bus parking, local ads, email ads, eBay listings, community partnerships, and partnerships (partnerships with other companies). Susan Ward, “17 Advertising Ideas for Small Businesses,” About.com, accessed December 1, 2011, sbinfocanada.about.com/od/advertising/a/17adideas.htm. Lanee Blunt, “Small Business Advertising: Low Cost Flyers,” Advertising @ Suite 101, February 11, 2011, accessed December 1, 2011, lanee-blunt.suite101.com/small-business-advertising-low-cost-flyers-a3462. Even advertising in large groups is not out of the question for small companies. Salesgenie.com decided to advertise during Super Bowl XLII in February 2008 and opted for a high-risk investment to connect with large customers during the Super Bowl.The Street, “Small Shops Aim for Super Bowl Edge”, MSN Money , February 1, 2011, accessed December 1, 2011, money.msn.com/how-to-invest/small-shops-aim-for-a-super-edge-thestreet.aspx.
Advertising on the internet is also a decision for the marketing communications of any company with a website. According to Lorrie Thomas, author of
, Lorrie Thomas, Online Marketing (New York: McGraw-Hill, 2011), 157. Online advertising “can catapult your web marketing to the stratosphere” if done right. However, if not done correctly, it will “kill a big hole in your budget”. Online advertising includes the following areas: banner adsImage ads with a large and functional capacity. (advertising images that are large and functional); e-mail advertising Ads in newspapers, an ad in another company’s e-mail, e-mailing a list of special messages, or the company advertises itself as customers with its own e-mail list. (advertising in a newspaper, advertising in another company’s email, emailing a list of motivational messages, or advertising the company to its own customers using its personal email address); Advertisements on news sites Place advertisements on news, views, entertainment and other sites that listeners frequently visit. (publishing news, opinion, entertainment and other places where visitors are active); blog advertisingBuy ads directly on popular blogs. (purchasing direct ads on popular blogs); Advertising campaigns Advertising on sites such as Twitter, Facebook and LinkedIn. (posting to sites such as Twitter, Facebook and LinkedIn); and affiliate marketing Company A places an ad for its products with company B. (Company A places an ad for its products with company B; company A then pays company B the perceived value when a customer clicks on an ad and makes a purchase.) Lorrie Thomas, Online Marketing (New York: McGraw-Hill, 2011), 159–61. Another option is Google AdWords. A small business can promote itself with Google’s search results and on Google’s social media. This enables the company to reach people who are already searching online for information about the products and services the company offers. “Google AdWords: Advertise your business on Google,” accessed January 24, 2012, accounts.google.com/ServiceLogin?service = adwords&hl=en<mpl=regionalc &passive=true&ifr=false&alwf=true&continue=https://adwords.google.com/um/gaiaauth?apt%3DNone%26ltmpl%3Dregionalc&sacu=1&sarp=1&sourceid=awo& subid=biz-en- .
Neil Kotler & Philip Kotler
Advertising has many benefits for small businesses. For example, advertising can reach different peoples and be geographically separated; it allows the salesperson to repeat the speech multiple times; and it offers the opportunity to showcase the company and its products through print, color and sound technology. However, the public does not feel the need to pay attention to or respond to an advertisement. Philip Kotler and David Lane Keller, Marketing Management (Upper Saddle River, NJ: Pearson Prentice Hall, 2009 ), 487. Despite the benefits of advertising, advertising costs . and the downside is something every small business should consider.
Given the cost of advertising and the fact that consumers are exposed to many advertisements every day, many companies believe that advertising alone is not enough to get people to try the product or service. Enter the lower sales process. Sales promotion The variety of short-term incentives to encourage the trial or purchase of a product or service. refers to various short-term incentives to encourage trying or buying goods or services. Examples of sales promotions include contests, sweepstakes, coupons, premiums and prizes, product samples, rebates, special offers, rebates, point-of-sale offers, and frequent flyer or loyalty programs.Philip Kotler and David Lane Keller, Marketing Management (Upper Saddle River, NJ: Pearson Prentice Hall, 2009), 472; “Sale