This is a more apropos take on the concept of integrated marketing communication. Integrated Marketing Communication (IMC) is more than just putting pieces together; it is for lack of better terms a ‘movement ‘and focus within the company. Integrated Marketing Communication (IMC) is important to the success of any business. Through ICM, businesses’ respond to feedback from their customers. Feedback is gotten from surveys, sophisticated tracking of purchases and other ways of determining customer satisfaction.
Evaluating Business Communication Leonard Clark BCOM230 Julie Boner July 26, 2011 Business communication play’s an essential role in managing and operating an organization. Managers, employees and owner have to be able to efficiently express their ideas and views to other people working in the organization or outside company shareholders. There are several kinds of communication systems accessible for people working in the business environment. Each system gives people an opportunity to decide how they will deliver their message and create specific communication styles for an assortment of recipients. The forms of business communication that my team selected to use was the inter office memo and the short report.
For an organization to achieve its marketing goals the company should possess a marketing strategy and that strategy must include different marketing elements. One main element is the marketing mix. The marketing mix is a combination of things used in the design, production, and sale of any product. The marketing mix focuses on the combination of elements in a specific way that will create a successful mix to fulfill consumer needs or wants and at the same time increase sales. Obtaining a company’s desired results often takes experimentation, research, and analysis.
The second use of CRM is to improve the quality interaction between service providers and customers. The company would be able to do this from information provided by CRM. CRM produces this information by using three major activities: obtain data about customer profiles and behaviours from call centre, email, web, and call data records; warehouse and process the data; provide accessible information based on the data (Baran, Galka, & Strunk. 2008). Additionally, the company uses customer profiling from CRM to understand about what the customer needs and
The Dirichlet’s underlying assumptions Dirichlet is underpinned by two broad propositions. One concerns consumers and the other, brands. In the Dirichlet model customers are assumed to have steady propensities to buy any particular brand (different propensities for different brands). According to Sharp and Driesener (2000), the Dirichlet’s assumptions mean that the model applies to markets, which exhibit the following characteristics: * They are under stationary or “no trend” conditions and * The different brands show no special groupings, i.e. no market partitioning.
All this steps taken by Apple company it said to be process of reaching customer orientation concept. In reaching the organizations object concept, the Apple Company try to increase the profitable sales volume by setting a target for employees to reach. Besides, they also attempt to move closer to their ultimate goal by improving their qualities of their products. • The Apple Company also applied societal concept to the business. Societal concept focus on consumer needs wants and society’s expectation.
Research shows that the benefits of a highly defined mission statement are plentiful. A mission statement can be defined as a document which addresses both the employees of a company as well as its clients – outsiders (Tofftoy and Chatterjee, 2004). Therefore benefits gained by the company can be categorised as both internal and external. As the statement is written with this in mind, it must therefore not include any financial, market share or other goals specific to the business. Instead a mission statement should inspire understanding of what the company intends to achieve and how it is going to go about achieving it on both sides of the counter (Dust, 1996).
Philip Kotler defines marketing as "A social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." He also goes on to say that “Marketers do not create needs, needs preexist marketers, marketers along with other societal factors, and influence wants. Marketers might promote idea that Mercedes would satisfy a person’s need for social status. They do not, however, create the need for social status”. Marketers must try to understand the target market's needs, wants and demands.
The value chain analysis approach attempts to understand how a business creates customer value by examining the contributions of different activities within a business to that value. Value chain analysis technique looks at the business as a process, or a chain of activities. There are two broad categories of activities in a value chain framework of every company: primary activities and support activities. They are different in many aspects. While primary activities involved in a physical creation of a product, marketing and transfer to the buyer, and after-sale support; support activities involved more in assisting the firm as the whole by providing infrastructure or inputs that allow the primary activities to take place on an ongoing basis.
Consumers can also have contact with or receive information about a brand in stores at the point of sale; through articles or stories they see, hear, or read in the media; or through interactions with a company representative, such as a salesperson. Marketers recognize that in the modern world of marketing there are many different opportunities and methods for contacting current and prospective customers to provide them with information about a company and/or brands. The challenge is to understand how to use the various IMC tools to make such contacts and deliver the branding message effectively and efficiently. A successful IMC program requires that marketers find