The most important aspect of marketing is precisely the communication of value, which should describe clearly the difference between the value the customer gains from owing and using a product or service as well as the cost of obtaining it. The industry as a whole is evidently highly competitive as the average consumer is exposed to about three thousand marketing messages every single day (Bharat & Shachar, 2009). Integrated Marketing Communications (IMC) is the concept that best describes the way in which businesses and companies should conduct their marketing activities as to capture and captivate the largest number of consumers in their target market, as well as consumers outside their target market. IMC is a fairly new phenomenon, emerging out of the 21st century, however, its application has already helped many brands reach success (Sshultz, 2008). More specifically IMC is defined as “a communication process that entails planning, integration and implementation of diverse forms of marcom (advertisements, sales promotions, publicity releases, events, etc.)
7. To consider how to move from the strategic marketing plan to the tactical marketing plan. CHAPTER SUMMARY The chapter begins by defining marketing planning and making the distinction between strategic and tactical marketing planning. It then explains how marketing planning fits in with the overall corporate planning cycle. The need for planning is discussed along with where to start the planning process, and the actual contents of the strategic plan are reviewed.
[pic] ________________________________________________________ Project Title: HUMAN RESOURCE MANAGEMENT Class: DBA 3B/11 Group Member Name: Chua KiN Teck Chan Kok Wai Jordan Chan Zi Cheng FAIzAL BIN SAHDI SHAMALAH DEVI NG AIK CHING [pic] |CONTENT | |Company Background |Pg. |03 | | |1. Introduction |Pg. |03 | |Analysis: Training Program at Nestle |Pg. |04 | | |2.
Rational appeal vs. emotional appeal 3 3. Emotion and decision making 7 4. Emotion elements in IMC campaign 9 5. Emotions manipulated in IMC campaign 10 i. Cultural values 12 6.
Describe the product making use of the concepts of core, facilitating, supporting and augmented products in your description. c) Which pricing strategies does your organisation use and why? d) How does your organisation promote itself? Which elements of the promotion mix does it use and why? e) What is your organisation’s distribution strategy?