What are the Marketing communication mix eight major modes?

What is definition of marketing research?

Market research and marketing research are often confused. 'Market' research is simply research into a specific market. It is a very narrow concept. 'Marketing'research is much broader. It not only includes 'market' research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions:"Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications."American Marketing association - Official Definition of Marketing Research"Marketing research is about researching the whole of a company's marketing process."Palmer (2000).This explanation is far more straightforward i.e. marketing research into the elements of the marketing mix, competitors, markets, and everything to do with the customers.Today the world is defined by the term "information age." All businesses require accurate and timely information to be successful. Whether the company is large or small, the right amount of financing, equipment, materials, talent, and experience alone are not enough to succeed without a constant flow of the right business information and to find the accurate top management need a marketing research. In a word Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers.Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the "DECIDE" model:D = Define the marketing problemE = Enumerate the controllable and uncontrollable decision factorsC = Collect relevant informationI = Identify the best alternativeD = Develop and implement a marketing planE = Evaluate the decision and the decision processAction (controllable factors) and uncertainties (uncontrollable factors) are enumerated. Then, relevant information on the alternatives and possible outcomes is collected. The next step is to select the best alternative based on chosen criteria or measures of success. Then a detailed plan to implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated. Below are some prime situations where marketing research can be of value to the success of your business:· Determining the viability of a new market for your company to enter.· Estimating market size/share/adoption rate for investment or business planning.· Identifying new product/service opportunities and value-added offerings.· Risk management - identifying what risks pose the greatest threat to your business.· Understanding what customers expect of you and how well you are delivering.· Root cause analysis for lost business or customer defections.· Identifying your most profitable customer segments and how to protect them.· Developing the right price points/identifying bundling opportunities.· SWOT intelligence on competitors to plan business strategies/identify M&A scenarios.· Understanding how customers perceive your market positioning relative to competitors.· Determining the most effective marketing/advertising channels to support your business.For more mail meTriple-six@live.com RonYYYAIUB

What are the structural conventions of advertisements?

Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement.

Propose segmentation criteria to be used for two products in different markets?

Demography is not the only or the best way to segment markets. Even more crucial to marketing objectives are differences in buyer attitudes, motivations, values, patterns of usage, aesthetic preferences, and degree of susceptibility. The director of marketing in a large company is confronted by some of the most difficult problems in the history of U.S. industry. To assist him, the information revolution of the past decade puts at his disposal a vast array of techniques, facts, and figures. But without a way to master this information, he can easily be overwhelmed by the reports that flow in to him incessantly from marketing research, economic forecasts, cost analyses, and sales breakdowns. He must have more than mere access to mountains of data. He must himself bring to bear a method of analysis that cuts through the detail to focus sharply on new opportunities. In this article, I shall propose such a method. It is called segmentation analysis. It is based on the proposition that once you discover the most useful ways of segmenting a market, you have Produced the beginnings of a sound marketing strategy. Unique Advantages Segmentation analysis has developed out of several key premises: • In today's economy, each brand appears to sell effectively to only certain segments of any market and not to the whole market. • Sound marketing objectives depend on knowledge of how segments which produce the most customers for a company's brands differ in requirements and susceptibilities from the segments which produce the largest number of customers for competitive brands. • Traditional demographic methods of market segmentation do not usually provide this knowledge. Analyses of market segments by age, sex, geography, and income level are not likely to provide as much direction for marketing strategy as management requires. Once the marketing director does discover the most pragmatically useful way of segmenting his market, it becomes a new standard for almost all his evaluations. He will use it to appraise competitive strengths and vulnerabilities, to plan his product line, to determine his advertising and selling strategy, and to set precise marketing objectives against which performance can later be measured. Specifically, segmentation analysis helps him to-direct the appropriate amounts of promotional attention and money to the most potentially profitable segments of his market; design a product line that truly parallels the demands of the market instead of one that bulks in some areas and ignores or scants other potentially quite profitable segments; New Criteria for Market Segmentation. catch the first sign of a major trend in a swiftly changing market and thus give him time to prepare to take advantage of it. determine the appeals that will be most effective in his company's advertising; and, where several different appeals are significantly effective, quantify the segments of the market responsive to each; choose advertising media more wisely and determine the proportion of budget that should be allocated to each medium in the light of anticipated impact; correct the timing of advertising and promotional efforts so that they are massed in the weeks, months, and seasons when selling resistance is least and responsiveness is likely to be at its maximum; understand otherwise seemingly meaningless demographic market information and apply it in scores of new and effective ways. These advantages hold in the case of both packaged goods and hard goods, and for commercial and industrial products as well as consumer products. Segmentation analysis cuts through the data facing a marketing director when he tries to set targets based on markets as a whole, or when he relies primarily on demographic breakdowns. It is a systematic approach that permits the marketing planner to pick the strategically most important segmentations and then to design brands, products, packages, communications, and marketing strategies around them. It infinitely simplifies the setting of objectives. In the following sections we shall consider no demographic ways of segmenting markets. These ways dramatize the point that finding marketing opportunities by depending solely on demographic breakdowns is like trying to win a national election by relying only on the information in a census. A modern census contains useful data, but it identifies neither the crucial issues of an election, nor those groups whose voting habits are still fluid, nor the needs, values, and attitudes that influence how those groups will vote. This kind of information, rather than census-type data, is the kind that wins elections-and markets. Consider, for example, companies like Procter & Gamble, General Motors, or American Tobacco, whose multiple brands sell against one another and must, every day, win new elections in the marketplace: These companies sell to the whole market, not by offering one brand that appeals to all people, but by covering the different segments with multiple brands. How can they prevent these brands from cannibalizing each other? How can they avoid surrendering opportunities to competitors by failing to provide brands that appeal to all important segments? In neither automobiles, soaps, nor cigarettes do demographic analyses reveal to the manufacturer what products to make or what products to sell to what segments of the market. Obviously, some modes of segmentation other than demographic are needed to explain why brands which differ so little nevertheless find their own niches in the market, each one appealing to a different segment. New Criteria for Market Segmentation 3 I. Automobiles The nondemographic segmentation of the automobile market is more complex than that of the watch market. The segments crisscross, forming intricate patterns. Their dynamics must be seen clearly before automobile sales can be understood. Segmentation analysis leads to at least three different ways of classifying the automobile market along nondemographic lines, all of which are important to marketing planning. Value Segmentation. The first mode of segmentation can be compared to that in the watch market-a threefold division along lines which represent how different people look at the meaning of value in an automobile: 1. People who buy cars primarily for economy. Many of these become owners of the Falcon, Ford, Rambler, American, and Chevrolet. They are less loyal to any make than the other segments, but go where the biggest savings are to be found. Conclusion To sum up the implications of the preceding analysis, let me stress the points: The demographic premise implies that differences in reasons for buying, in brand choice influences, in frequency of use, or in susceptibility will be reflected in differences in age, sex, income, and geographical location. But this is usually not true. Markets should be scrutinized for important differences in buyer attitudes, motivations, values, usage patterns, aesthetic preferences. In considering cases like those described, we must understand that we are not dealing with different types of people, but with differences in peoples' values. A woman who buys a refrigerator because it is the cheapest available may want to buy the most expensive towels. A man who pays extra for his beer may own a cheap watch. A Ford-owning Kellogg's Corn Flakes-eater may be closed off to Chevrolet but susceptible to Post Toasties; he is the same man, but he has had different experiences and holds different values toward each product he purchases. By segmenting markets on the basis of the values, purposes, needs, and attitudes relevant to the product being studied, as in EXHIBIT I, we avoid misleading information derived from attempts to divide people into types. The strategic-choice concept of segmentation broadens the scope of marketing planning to include the positioning of new products as well as of established products. 3. Marketing must develop its own interpretive theory, and not borrow a ready-made one from the social sciences. sometimes be helpful in an analysis of buying behavior in a given situation, some motivation researchers have become oversensitive to the role of sex and, as a result, have made many mistakes. Much the same might be said of the concept of social character, that is, seeing the world as being "inner-directed, " "other-directed, " "tradition-directed, " "autonomous," and so forth. One of the values of segmentation analysis is that, while it has drawn on the insights of social scientists, it has developed an interpretive theory within marketing. It is assumed that countless individuals comprising "the market" will be waiting and ready-like the ideal bride-to respond to the appeal and have consummation result. However,"the market" is not a single, cohesive unit; it is a seething, disparate, pullulating, antagonistic, infinitely varied sea of differing human beings-every one of them as distinct from every other one as fingerprints; every one of them living in circumstances different in countless ways from those in which every other one of them is living. Book ref: New Criteria for Market Segmentation Harvard Business Review, March/April 1964 by Daniel Yankelovich

What is the difference between advertising and salesmanship?

The combination of advertising and sales promotions is a striking one, which generates profuse outcomes for the brand in the short-run as well as in the long-run. The first difference deals with the duration of both the promotion modes for generating outcomes - while sales promotion generates short-term results, advertising is more suitable for achieving returns in the long run. Another difference between advertising and sales promotion lies in their respective natures of appeal - while advertising incorporates an emotional approach to touch the viewer and prompt him / her to engage in a buying behavior, sales promotion activities focus more closely on a rational appeal nevertheless in some cases it does take the aegis of an impulse (emotional) appeal. The third difference between the two modes of promotion is the benefit that is offered by them - while advertising, with its emotional appeal, offers intangible benefits, sales promotion activities provide the incentive of tangible benefits, pertaining to their rational appeal. Lastly while advertising has a moderate contribution in generating short-term results, sales promotion has a much greater share of contribution ingenerating short-term results.

Advertising - Nature and scopeCreative advertising strategies?

AD. NATURE AND SCOPE.Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common.Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such asnewspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs,websites or text messages.Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as apublic service announcement (PSA).Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.[1][2][3]In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide [4]Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.Scope and Importance of AdvertisingAdvertisements are important for:standardized productsproducts aimed at large marketsproducts that have easily communicated featuresproducts low in priceproducts sold through independent channel members and/or are new.Broadcast Ad spending is at an all time high due to heavy competition in the:Computer industryTelecommunications IndustryAuto IndustryWhenever severe competition between marketers, introducing new products etc. Even with evolution of direct marketing, and interactive media.Nature of AdvertisingUsed by many types of organizations including Churches, Universities, Civic groups and charities, politicians!!Need to consider the following issues:Does the product possess unique, important features to focus on Unique Selling Point (USP)Are the hidden qualities important to the buyersIs the general demand trend for the product adequateIs the market potential for the product adequateIs the competitive environment favorableIs the organization able and willing to spend the required money to launch an advertising campaign

What are the Marketing communication mix eight major modes?

Add your answer:

What is definition of marketing research?

What are the structural conventions of advertisements?

Propose segmentation criteria to be used for two products in different markets?

What is the difference between advertising and salesmanship?

Advertising - Nature and scopeCreative advertising strategies?

What are the 4 modes of communication?

What are the modes for emergency communication used by government?

Introduction about modern means of communication?

Six major modes of marketing communication?

What are the modes for emergency communication used by people in India?

Technology has changed communication by replacing or supplementing traditional modes of communication that were primarily?

Which of the 4 different modes of communication do you use most?

What is nova scotia's modes of communication?

What are popular modes of communication in Peru?

Data communication modes?

What are 3 modes of communication?

What are the Various modes of mass communication?

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