MARKETING COMMUNICATIONS

Instructor: Guliev. E
 INTRODUCTION

The word communication has originated from a latin word

“communes” which means something common.
Communication is a process of exchanging information,
ideas, thoughts, feeling and emotions through speech signals,
writing or behavior.
Process of Communication
 Internal Marketing

InternaI marketing is a means of involving staff at all levels in effective marketing

programmers by enabling them to understand their role within the marketing
process
Internal marketing programs consist of training and staff development, effective
internal and integration schemes, designed to enhance knowledge and
understanding of the overall orientation within the organization.
The Internal Marketing Process:
- integral part of the services marketing triangle
- marketing aimed internally, at a company's own employees internal marketing
takes place through the fulfilling of promises
 Benefits of Internal Marketing
1. Internal Marketing encourages the internal market (Employees) to perform better
2. Internal Marketing empowers employees and gives them accountability and responsibility
3. Internal Marketing creates common understanding of the business organization.
4. Internal marketing encourages employees to offer superb service to clients by appreciating
their valuable contribution to the success of the business
5. Internal Marketing improves customers retention and individual employee development
6. Internal Marketing integrates business culture, structure, human resources management,
vision and strategy with the employees' professional and social needs
7. Internal marketing creates good coordination and cooperation among departments of the
business
 External Marketing

• External Marketing:"setting the promise"

• Marketing to END-USERS.
• Involves pricing strategy, promotional activities, and all communication with customers
• Performed to capture the attention of the market, and interest in the service.
Includes: Direct mail, Internet, Social
Interactive marketing means that service quality depends heavily on the quality of the
buyer- seller interaction during the service encounter.
Service differentiation
Service quality
Service productivity
 Interactive Marketing

• Interactive Marketing: (Moment of Truth, Service Encounter)

• This refers to the decisive moment of interaction between the front-office employees and customers .
• This step is of utmost importance, because if the employee falters at this level, all prior efforts made
towards establishing a relationship with the customer would be wasted.
• The refined form of pull marketing that brings consumers to brand through conversations,
interactions and electronic word of mouth
• It gives the consumer the ability to craft and control the message
• Much more creative than traditional marketing
• It builds real relationships with consumers that provide the brand with insights and understanding of
how a product is used
• We rely more on TECHNOGRAPHICS than demographics
 Fundamental Challenges for International Market
Communications
• Besides the often highly visible failures which make firms appear to be
incompetent and insensitive there are many examples of wasted effort and
resources which are not so widely publicized. There are a number of reasons for
international marketing communications' failure, including
• Inconsistency in the messages conveyed to customers by staff at different levels
and from different countries and cultures.
• Different styles of presentation of corporate identity, brand and product image
from different departments and country business units which can leave customers
confused.
• A lack of coordination of messages, such as press releases, advertising campaigns
and changes in product specification or pricing across the various country markets.
 Continued...

It can be argued that majority of these failures are ultimately control of the
company, a number of situations arise where the firm's communications
can be affected by factors which are outside its control or are extremely
difficult to control. Examples of these are situations where:
• Counterfeiting or other infringements of patents. Not only does the
firm lose revenue, but it may also suffer damage to its image if
consumers believe the low-quality goods supplied by the counterfeiter
are genuine. Even if the customer knows the product is counterfeit the
brand name might still be subconsciously associated with a poorly
performing product.
 Parallel importing
A parallel import a non-counterfeit product imported from another
country without the permission of the intellectual property owner. Parallel
imports are often referred to as grey product, and are implicated in issues
of international trade and intellectual property. Parallel importing,
communicates contradictory messages that do not reflect the image of the
brand and thus confuse consumers. This can be particularly problematic if
the parallel importer seriously undercuts the prices charged by the official
channel, leading customers to feel they have been “ripped off”
 Continued

Competitors, governments or pressure groups attack the standards and

values of the MNE by alleging, fairly or unfairly, bad business practice.
Despite their huge resources, some of the largest firms are not very
effective in responding to allegations from relatively less powerful
stakeholders Companies such as Shell, Exxon and McDonald's have
suffered following criticism of their lack of concern for the environment.
The lack of standards and controls on the Internet has made the problem
worse, for example, anti Coca-Cola websites post negative
communications without the need to substantiate the messages
 Continued…
• Pushstrategies are marketing efforts to push a product from a
producer through a distribution channel to the consumers.
• The manufacturer concentrates their marketing efforts on promoting
their product to the trade to convince them to stock the product.
• In this strategy, the manufacturer use aggressive personal selling and
trade advertising to convince wholesalers and retailer to carry and sell
the company’s products to consumers.
 Continued...
• In a pull marketing strategy, the goal is to make a consumer actively seek a
product and get retailers to stock the product due to direct consumer demand.
• A pull strategy is based around the manufacturer promoting their product and
directing it to the target market to create demand.
• In this strategy, the manufacturer try to attract the attention of buyers through
the use of advertising or sales promotion.
• Manufacturer may give sample of their products and when customers are
satisfied with the products, the retailers will make it available by ordering the
demanded product through wholesalers.
 Communicating with existing and potential customers

A number of writers have developed context of the study, but all acknowledge
that there are a number of stages in the buying process. A simplified version
of these stages (AIDA) includes:
Awareness of the firm, its products and services and their reputation
Interest in the products and services, because they may be suited to the
consumers' needs and worthy of consideration for potential purchase
Desire to buy the product or service, in preference to that of the competitor,
after consumers have become better informed about its performance.
Action by the customer in overcoming any remaining reservations or
barriers and purchasing the product or service.
 The integration of communications
Stakeholders receive messages, both intended and unintended, from every part of
the organization's activities. An organization communicates in eight ways:
Actions - what it does.
Behavior, how things are for example, how the telephone is answered.
Face-to-face by management: through talks, visits and meetings it shows what
the management thinks is important.
Signals the organizations' actions, facilities and objects, including executive
bonuses, dress, from buildings.
Product and services, and particularly their quality.
Intended communications, such as advertising, which is not always received as
the organization expects
Word of mouth and word of Web (including email).
Comment by other organizations, such as pressure groups, competitors and the
media
 The marketing communications tools

There are a number of offline and online marketing communications tools for
the external market and it is to these that we now turn. For convenience we
have grouped these tools within broad categories. In practice there is some
flexibility in the way the tools are used within a coordinated strategy but the
tools are listed as follows:
Communicating product and service differentiation. This group includes
personal selling and word of mouth communications, exhibitions and
trade fairs, trade missions, advertising and the use of agencies, sales
promotion and direct marketing.
Communicating with a wider range of stakeholders. This includes
corporate identity, sponsorship and public relations.
 Word of Mouth Communication

Word of Mouth Communication e When satisfied customers tell others

about their positive experiences, they are encouraging others to buy
from the business. This will NOT decrease advertising costs because the
business still needs to advertise. Word-of-mouth communication is
promotion and publicity for a business provided by customers who tell
others of their satisfaction with the business. This type of positive
communication often leads increased customers
 Exhibitions, trade fairs

To obtain the maximum benefit from an exhibition it is essential to publicize

the firm's attendance at the event to encourage potential customers to visit
and also to ensure that all leads are followed up. Shimp (2006) explains that
the real cost of exhibitions can be two or three times higher than the cost of
the event itself additional benefit of exhibitions