Tiêu đề CHAPTER 14&15.pdf ✅

CHAPTER 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 14-1 Define the five promotion mix tools for communicating customer value. ● Good communication is a crucial element in a company’s efforts to engage customers and build profitable customer relationships. For this purpose, many companies use the promotion mix. ● The promotion mix (marketing communications mix) ➔ is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. ➔ consists of a specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools 1. Advertising ● is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. ● includes: Broadcast, Print, Online, Mobile, Outdoor 2. Sales promotion ● is a short-term incentive to encourage the purchase or sale of a product or service. ● includes: discounts, coupons, displays, demonstrations, and events 3. Personal selling ● is the personal interaction by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships. ● includes sales presentations, trade shows, and incentive programs 4. Public relations ● involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. ● includes press releases, sponsorships, events, and webpages 5. Direct and digital marketing ● involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. ● includes direct mail, email, catalogs, online and social media, mobile marketing, and more 14-2 Discuss the changing communications landscape and the need for integrated marketing communications. 1. The New Marketing Communications Model Several major factors are changing the face of today’s marketing communications. ● Consumers are changing: Rather than relying on marketer-supplied information, they can use the internet, social media, and other technologies to find information on their own, connect easily with other consumers to

14-3 Outline the communication process and the steps in developing effective marketing communications. 1. A View of the Communication Process ● Today, marketers are moving toward viewing communications as managing ongoing customer engagement and relationships with the company and its brands. ● Because customers differ, communications programs must be developed for specific segments, niches, and individuals. ● Companies must ask not only “How can we engage our customers?” but also “How can we let our customers engage us?” ● The communications process ➔ should start with an audit of all the potential touch points that target customers may have with the company and its brands. ➔ the marketer needs to assess what influence each communication experience will have at different stages of the buying process —> helps marketers allocate their communication dollars more efficiently and effectively. ● To communicate effectively, marketers need to understand how communication works ➔ with major parties in communication—the sender and the receiver. ➔ communication tools—the message and the media. ➔ communication functions—encoding, decoding, response, and feedback. ➔ The last element is noise in the system. 1. Sender: The party sending the message to another party 2. Encoding: The process of putting thought into symbolic form 3. Message: The set of symbols that the sender transmits 4. Media. The communication channels through which the message moves from the sender to the receiver 5. Decoding: The process by which the receiver assigns meaning to the symbols encoded by the sender 6. Receiver: The party receiving the message sent by another party (message có thể bị lệch do encoding, decoding, and noise) 7. Response: The reactions of the receiver after being exposed to the message
8. Feedback: The part of the receiver’s response communicated back to the sender 9. Noise: The unplanned static or distortion during the communication process, which results in the receiver getting a different message than the one the sender sent (physical noise or different culture) 2. Steps in Developing Effective Marketing Communication 1. Identifying the Target Audience (đi kèm vs campaign mình chạy) ➔ current users or potential buyers, those who make the buying decision ➔ individuals, groups, special publics, or the general public ➔ The target audience will heavily affect the communicator’s decisions on ● what will be said ● how it will be said ● when it will be said ● where it will be said ● who will say it 2. Determining the Communication Objectives ● Buyer-readiness stages: The stages consumers normally pass through on their way to a purchase: awareness, knowledge, liking, preference, conviction, and, finally, the actual purchase. ● The marketing communicator needs to know where the target audience now stands and to what stage it needs to be moved. 3. Designing a Message