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Marketing communication mix - Assignment Example
Author : skuhn
Pages 11 (2761 words)
The focus in this paper is on marketing communication mix, a subset of marketing which involves a combination five aspects of marketing goods and services. These are sales promotion, advertising, direct marketing, personal selling and public relations…
The present study would focus on integrated marketing communication as a plan of marketing which links the communication function with the components of marketing and it aims at informing and persuading potential customers to buy goods and services. In addition to the promotion elements of marketing, the integrated marketing communication mix may use online tools in the developing a clear message and passing it to the consumers so that they can be persuaded to purchase and use a specific product or service. Finne and Gronroos say that the product within the marketing mix is the goods or services that a company provides. In marketing communication, companies aim at creating awareness to the consumers of the products on their availability and qualities. The price represents the cost of the products and this includes specific features of the price such as discounts. The price of a product influences the willingness of the customers to purchase and consume a good or service. Within the marketing mix, the place represents where the consumers can obtain the product to satisfy their needs while promotion is the process of telling consumers about the product using various strategies to convince the consumer to perchance and use the good or service. Therefore marketing communication mix is the marketing of a company’s services and goods to the consumers with due considerations of the Ps in marketing because they are closely related in determining the success of the marketing strategy in general. ...