Thursday, October 31, 2013
what is MS WORD WITH MCQ QUESTIIONS
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Friday, October 25, 2013
MARKETING COMUNICATION
¢Marketing
communication
¢
¢Marketing
Communications Definition
‘is a management process through which
an organisation enters into a dialogue with its various audiences’.
‘The objective of this process is to
influence the perception, understanding and actions the target audience has
towards the organisation and/or its products and services’ (Fill 2002)
¢Marketing
Communications Mix
¢
Communication objectives
¢Differentiate
¢Remind/reassure
¢Inform/make
aware
¢Persuade
Ä DRIP
¢Push and
Pull strategies
¢Push the product into distribution chain to achieve maximum
penetration.
¢supply
creates demand
¢Focus on
trade. Use personal selling / trade promotions
¢Coca-Cola
vs. Pepsi on shelves
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