The case study is about Amazon sellers’ who specialize in a wide range of goods including books, journals and technological equipments such as computers. For this study however; their book sale is the main focus. Amazon book sellers are part of a wide collection of book…
as been integrated into today’s systems especially with the acceptance and rapid use of the internet which has simply brought a revolution on how things are done. (Pratten 2007) The marketing field has not been left behind in the use of e-communication.
Integrated marketing on the other hand is a general term which seeks to describe an entire spectrum of marketing communication. It helps ensure that the messages communicated are both consistent and complementary. Integrated marketing utilizes both online marketing which is basically e-communication and offline methods in its roles.
To shape this discussion coherently, it is important to first have the e communications methods discussed and in addition, the basic marketing milestones they help achieve. The final part will draw the benefits in each of the marketing communication fields. (Tony 1999).
To start with, it is almost impossible to form a paper on marketing without looking at the basic foundations of marketing which are the four P’s. Every marketer aims at achieving these as far as strategic positioning of goods is concerned. This is known as the marketing mix in a marketing field. Marketing mix is defined as a set of controllable marketing tools harnessed together to help achieve the laid down objectives of the selling company.
This is the exchange value of the product or the amount paid by a customer in the exchange of a good. A price in most cases is subject to many factors either present in the company or externally determined. Factors determining the price of a good are mainly the market share of the particular company, competition levels, the total cost of producing these goods and finally the perceived value of the goods by the customers.
This refers to the sum total of all the communications a marketer undertakes for the purpose of ensuring that the word about availability of a product goes out to the potential buyers/customers. This last P is the subject of this study as we look at how it ...
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The customer relations that will be maintained by the organization through integrated marketing communication will lead to value increase in the organization products brands (Kitchen, &Pelsmacker, 2004, p 147). For instance, Coca Cola applied communications method to attract and retain customers through its website and CSR.
Today’s business environment is highly dynamic as products offerings of most of the companies in a particular industry are similar in design, price, features, performance and core benefits, and therefore it is highly important for a marketer to differentiate them through benefits augmentation to attract targeted customers.
The global production levels of pulp based production increased by a margin of seven percent in the year 2010. This was mainly on the backdrop of increased demand of wood based products from the different segments. The total production of chemical based pulp was recorded at an impressive 45 million tons which represents a significant rise from its figures in the previous years.
According to the report Royal Caribbean Cruises Ltd are currently ranked second in the cruise industry, and this is a position they would like to improve on by expanding their services into the European market, where travellers have not been deterred by the threat of terrorist attacks. Royal Caribbean Cruises Ltd is also looking to increase its home market in the US.
Therefore, more and more companies today resort to differentiated marketing through highly focused segmentation and targeting strategies.
Having identified the segments of the markets which the company can effectively serve, given the
Most often, the term ‘marketing’ invokes thought of sales strategies and persuasion techniques. Essential marketing also includes communications. Within the organization, and across all marketing channels or avenues, communications is an important key to developing marketing strategy.
MC looks to counter the strategies and tactics which will be employed in the wake of the ever changing market scenarios and conditions whereas the IMC looks to present the message of the MC through a synchronized and harmonious way. Therefore it would be correct to suggest that
for the customers to become aware of the product details including its availability at competitive prices which has precipitated the need to develop a whole new perspective for a new marketing technique. Integrated marketing communication therefore, becomes the most vital part
are many conflicting messages which comes from different sources or form different approaches which tends to confuse the company or the image of the brand. Moreover web alone cannot build the brand. Therefore, it is better to tie the knot between the traditional branding efforts
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