WHAT IS MARKETING You see a gorgeous girl in

Transcript:WHAT IS MARKETING You see a gorgeous girl in:
WHAT IS MARKETING You see a gorgeous girl in party, you go to her & say I am reach marry me –’that’s Direct Marketing’ You attend a party & your friend goes to a girl & point at you telling her. He is very rich, marry him – ‘that’s Advertising’ Girl walks to you & says, you are rich, can you marry me, - that’s Brand Recognition You say I am very rich marry me & she slaps you, - ‘that customer Feedback’ You say I am very rich marry me & she introduce you to her husband ‘that’s Demand and Supply Gap’ Before you say I am reach, marry me & your wife arrives – ‘that’s Restriction From Entering new Market’ MM N5 - MODULE 4 1 PROMOTIONAL POLICY - MODULE 4 SO’s for this module: Understand the role that communication fulfils during the constant interdependence between the enterprise and its environment. Explain the process that is used to communicate with the customer Broadly distinguish between the basic four kinds of promotional methods that can be used to communicate with the target market. Form an understanding of how the promotional mix is managed in the enterprise. Explain the role of advertising management and the basic concepts of advertising management. Identify the steps in an advertising campaign and to describe them shortly. MM N5 - MODULE 4 2 1. PROMOTION: Is any form of communication that can be used to inform, to persuade and to remind the consumer to buy the product or service sold by a certain enterprise. MM N5 - MODULE 4 3 1.1 The elements of promotional mix: advertising personal selling sales promotion publicity 1.2 Promotional Objectives: to make the consumer aware of a new product. to convey information to convince the consumer to purchase the product or service to convince channel members to stock certain products to increase turnover to retain and to promote the image of the enterprise to proclaim specific, important activities to expand the product image to convey the price of products or services MM N5 - MODULE 4 4 MM N5 - MODULE 4 5 2. THE COMMUNICATION PROCESS: Definition: Communication is the process whereby an organization or an individual makes contact within as well as outside the organization, by means of verbal, non-verbal or technological means. Communication can be divided into two main categories: interpersonal communication and mass communication. 2.1 THE