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At the end of the day, marketing communication does not deliver adverts, or direct mail pieces, or PR and corporate identity programs. We deliver results Discuss what you think is meant by this statement Essay Example

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At the end of the day, marketing communication does not deliver adverts, or direct mail pieces, or PR and corporate identity programs. We deliver results Discuss what you think is meant by this statement

To place or position a product and build a brand is not an overnight adventure, but requires consistency and time in communication, product, pricing and distribution to show degree of commitment by the company. When preference is done through building brands, it helps impact the market share, access to talent and profitability as a means for company’s’ long term value provision. Communication through positioning helps the consumer answer four major questions: what is this? Which is answered by the product, what does it do, answered by the benefits, what it means, answered by the effects and finally why should I care? Which is defined by the motivation (Marsdd.Shortening sales cycle on the other hand deals with assisting partners in sales as they make efforts to identify, engage and get hold of customers. A good understanding of customers buying process is key to knowing how to shorten the sales cycle (Marsdd. This also involves market research and conversations with salepersons as this helps a market communication staff gain knowledge on how to speed up the process. If the product is high-tech, one thing considered is the education of the customer as the aim of the market communication staff is to create, package and deliver information in the best way in relation to the customers’ education. In general, though techniques used to shorten sales cycle seem more tactical, there must be a balance between the two to avoid questions on legitimacy when one plan has the upper hand over the other. A close collaboration with those in sales and face consumers is mandatory to achieve this (Marsdd.As stated by Thackston (2003), many marketers do not put a lot of considerations towards the buying process of their consumers. This may have a detrimental effect on a business. On a general note, the buying process has five steps. The five steps involved are; the need recognition, information search, evaluation, purchase and finally cognizant dissonant or post purchase anxiety (Thackston 2003).In the first step of need recognition, a buyer is brought to the knowledge that they lack and need something. They realize they their desire for something and try to find a solution for it. Marketing communication may be useful in making potential customers get aware that they indeed have a need that can be fulfilled. This

References

Frey D. (2014) 5 Step Formula for Creating Your Marketing Message, available:https://www.powerhomebiz.com/marketing-tips/marketing-strategies/5-step-formula-creating-marketing-message.htm[April 19, 2014]

Kerin, R. (2012). Marketing: The Core. McGaw-Hill Ryerson, New York.

Lauren L. (2014) Small business: what is positioning in marketing plan? Available: http://smallbusiness.chron.com/positioning-marketing-plan-22983.html [April 19, 2014]

marsdd.com (2012) Market communication across the Chasm and in the Bowling Alley http://www.marsdd.com/articles/market-communication-across-the-chasm-and-in-the-bowling-alley/ [April 19, 2014]

marsdd.com1 (2012) Market communication in the Early Market. http://www.marsdd.com/articles/market-communication-in-the-early-market/ [April 19, 2014]

marsdd.com1 (2012) Marketing communication overview. available:http://www.marsdd.com/articles/marketing-communication-overview/ [April 19, 2014]

Richards L. (2014) The Importance of Product Positioning to the Marketing Plan, available:http://smallbusiness.chron.com/importance-product-positioning-marketing-plan-24275.html [April 19, 2014]

Thackston K. (2003) Sales and marketing: Understanding the Buying Process Can Increase Your Sales, available http://www.4hb.com/20031222061010.html [April 19, 2014]

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preview essay on At the end of the day, marketing communication does not deliver adverts, or direct mail pieces, or PR and corporate identity programs. We deliver results Discuss what you think is meant by this statement
  • Pages: 9 (2250 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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