1 / 23

Customer Communication

Customer Communication. Marketing 3:. Customer Communication Challenges, Strategies, and Issues. Establish clear communication goals. Outline cost-effective media mix. Define messages to help achieve goals. Establish Communication Goals. Generate awareness

janice
Download Presentation

Customer Communication

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Customer Communication Marketing 3:

  2. Customer CommunicationChallenges, Strategies, and Issues Establish clear communication goals Outline cost-effectivemedia mix Define messages to help achieve goals

  3. Establish Communication Goals • Generate awareness • Provide information and create emotional acceptance • Build preference • Stimulate action • Remind past customers

  4. Define Customer Messages Conventional Promotion ModelTendencies Social Model Tendencies Conversation Discussion Permission Bi-directionally One-to-one; many-to-many Influence High message frequency Many channels Information sharing Dynamic Egalitarian Publication Lecture Intrusion One-to-many Control Low message frequency Few channels Information hoarding Static Hierarchical Structured

  5. Communication Mix Advertising PublicRelations CommunicationMix DirectMarketing SocialMedia PersonalSelling SalesPromotion

  6. Assemble the Communication Mix

  7. The Importance of Promotion • Promotion • The techniques a firm uses for communicating information about products • Promotional Objectives • To communicate information • To position products • To add value • To control sales volume • Positioning • Establishing an easily identifiable product image in the minds of consumers by fixing, adapting, and communicating the nature of the product itself 12-7

  8. The Importance of Promotion • Promotional Mix Tools • Advertising • Personal selling • Sales promotions • Publicity and public relations • Promotional Mix • The combination of promotional tools 12-8

  9. The Importance of Promotion • Matching Promotional Tools with Stages in the Buyer Decision Process: • Recognize the need to make a purchase • Best tool: advertising and publicity • Search for information about products • Best tool: advertising and personal selling • Compare benefits and features of competing products • Best tool: personal selling • Choose products that are a good value and buy them • Best tool: sales promotion and personal selling • Evaluate products after the purchase • Best tool: advertising and personal selling 12-9

  10. Advertising Product Comparative Institutional Advocacy

  11. Advertising Appeals • Logic • Emotion • Humor • Celebrity • Sex • Music • Scarcity

  12. Advertising Promotions • Advertising • Paid, non-personal communication by which an identified sponsor informs an audience about a product • Advertising Media • The specific communication devices for carrying a seller’s message to potential customers • Media Mix • The combination of media through which a company advertises 12-12

  13. Advertising Media • Newspapers • Television • Radio • Magazines • Product Placement • Fixed Web (from stationary computers) • Mobile Web (from mobile phones and other handheld devices)

  14. Media Use, Strengths, and Weaknesses 12-14

  15. Sales Promotion

  16. Sales Promotions • Sales Promotions • Short-term promotional activities designed to encourage consumer buying, industrial sales, or cooperation from distributors • Types of Sales Promotions • Samples • Coupons • Premiums • Contests • Point-of-sale displays • Trade shows 12-16

  17. Direct Marketing Media • Direct Mail • E-mail • Direct Response Online • Search Engine Marketing • Telephone • Direct Response Television

  18. Personal Selling • Personal Selling • A salesperson communicates one-to-one with potential customers to identify their needs and align them with the seller’s products • Can be the most expensive form of promotion • Personal Selling Tasks • Order processing • Creative selling • Missionary selling 12-18

  19. PersonalSelling Prospecting 1 Preparing 2 Approaching 3 Presenting 4 Handling Objections 5 Closing 6 Following Up 7

  20. Social Media in Marketing

  21. Public Relations

  22. Publicity and Public Relations • Publicity • Information about a company, a product, or an event transmitted by the general mass media to attract public attention • Public Relations • Company-influenced publicity that seeks either to build good relations with the public or to deal with unfavorable events 12-22

  23. Class Assignment • What are two key ways in which the social communication model differs from conventional promotional communication? • What is the difference between using a push strategy and using a pull strategy to promote products? • What are the advantages of personal selling over other forms of customer communication? • What is an advertising appeal? • What are some common types of consumer promotions? • What are the potential disadvantages of using celebrity appeals in advertising? • Why do some companies avoid e-mail marketing, particularly to noncustomers? • Do marketers have any control over social media? Why or why not? • What are some advantages and disadvantages of using newspapers, magazines, radio, Internet, and outdoor advertising? • What are the advantages and disadvantages of personal selling in the promotional mix? • What social media sites are popular with university students and how do they affect your purchasing decisions?

More Related