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  • having covered product management, price strategy,

  • and supply chain management, we're going to move now

  • to the integrated marketing communications aspect of

  • creating value for the marketplace. keep in mind what we've been talking about

  • is the fact that an

  • organization or business puts together

  • a marketing mix - your product, price, place

  • (or we refer to it as supply chain management), and promotion

  • (we refer to it as integrated marketing communication)

  • so you put together a marketing mix that the customer

  • will perceive as valuable in exchange

  • for the price you set for your product. and what your job is to do

  • as a marketer is to do that to facilitate

  • that exchange, now

  • let's say that you have a great product

  • at a great price, and people know about it

  • but you haven't handled the logistics

  • very well anyhow and you have a stockout. in that case you can

  • only sell as much of a product as you have available to sell,

  • and you re limited by the weakest elemnt

  • of the marketing mix - at this point supply chain management, take another example

  • let's say you have a great product

  • available at a fair price for the perceived

  • value. it's available when and where people want it,

  • but guess what - they don't know about it because you've not had any

  • integrated marketing communication. in that case

  • you're only as strong in the marketplace as the weakest

  • element of the marketing mix. you can sell as much of

  • the product as people are aware of the product that you have available

  • for sale. so, we're going to focus now a little bit

  • on this last aspect of market value creation called

  • promotion or integrated marketing communication.

  • what do we mean by

  • integrated marketing communication? well basically what we're going to do

  • is to select and use

  • different marketing communications tools

  • whether that be advertising, public relations

  • sales promotion, personal selling,

  • social media to create

  • one consistent message across

  • multiple channels so whether you're using

  • television, or print, or electronic

  • or face to face, whatever channel it is that you're using

  • you want your message to be consistent so people have a strong position

  • recognition with your product. you don't want to confuse them about

  • what your key points of differentiation

  • are. so, this will help to ensure maximum

  • impact on your current customers

  • and also potential customers based

  • on what you're hoping to achieve through your communication objectives.

  • I mean, are you wanting people to change their

  • attitude about your brand; are you wanting people to

  • you know just simply recognize the name of your brand

  • what is your communication objective.

  • so, very simply out, we want to make sure

  • is that all communication from the marketing organization

  • presents a consistent, valuable message

  • to the target market. and we call that IMC

  • or integrated marketing communications.

  • let's back up a little bit

  • and recognize that communication is communication

  • whether it be marketing communication or in

  • any particular mode. so, basically, what happens

  • in communication is you have sender who has the ideas,

  • and in this case, the sender would be the

  • marketer or the marketing department within the organization.

  • Through market sensing, they understand the consumer, consumer behavior,

  • how people go about buying, and using products, they understand the marketing environment,

  • they've also interpreted the market and so they know how we should be

  • positioning or differentiating

  • our product in the marketplace. they know

  • the characteristics of the customer that we're trying to reach

  • that customer being on the other end

  • as the receiver of the communication

  • message. okay so back to the sender we have all this

  • background information which then we

  • generally communicate to someone

  • within the marketing organization

  • that will encode a message,

  • okay; so maybe the message

  • is instead of telling all about your hamburgers

  • and what goes on them, you want to focus on the amount

  • meat in the hamburgers that you're selling. so your whole campaign

  • might be based upon where's the beef

  • or something like that. so, basically, what happens is generally

  • the promotion or creative people of an advertising message will take

  • all what you know about your business in the marketplace

  • and encode that into a message

  • that they will then send or transmit

  • via various

  • mediums; whether that be

  • you know print or electronic advertising mediums;

  • it might be through public relations or personal selling.

  • in any event, they translate that to the recipient

  • who then translates their meaning;

  • what that means to them. and, hopefully

  • in this communication process, there's some

  • feedback - one form of feedback would be

  • if the receiver goes and purchases the sender's product

  • but feedback is generally a little bit slower than that

  • and we'll l find that feedback and personal selling

  • when you're sitting there one-on-one with someone is much more rapid than

  • feedback in advertising.

  • so that's something to consider as well.

  • something that's not noted on this communication model

  • in that the receiver has a certain set of

  • experiences they've gone through in their life

  • and the marketer has a certain set of experiences

  • that they encode with their product.

  • hopefully in the middle, there some overlap between

  • the experiences of that product and the experiences that receiver.

  • and that's where marketing communication

  • is the most beneficial. also sometimes there's noise that

  • interferes with this process zipping and zapping and dvring of

  • television commercials - you know

  • fog or poor weather conditions or traffic

  • interferes with outdoor campaigns

  • that are trying to communicate to potential customers.

  • but, all in all the communication process

  • that applies to other forms of communication

  • applies to marketing communication as well.

having covered product management, price strategy,

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B1 中級

IMCとコミュニケーションプロセス (IMC and Communication Process)

  • 30 5
    Jack に公開 2021 年 01 月 14 日
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