...INTEGRATED MARKETING COMMUNICATION DESIGN FOR XA COSMETICS BASED ON ANALYSIS OF SEGMENTING, TARGETING, AND POSITIONING IN BANDUNG By tikachu ABSTRACT The objective of marketing is recognizing product offered to customer. A producer must encode message about the product offered effectively because it will influence the effort in reaching objective of marketing itself. In other words, a producer must do marketing communication, which can be defined as means which is used by organization to inform, persuade, and remind customer (directly or indirectly) about the product offered (Kotler & Keller, 2007b). Strategy of integrated marketing communcation has close relationship with segmenting, targeting, and positioning. PT. X is one of industries which has core business in cosmetics. They produced few brands of cosmetics, such as XA and XB. Marketing communication activities of this company in promoting XA are through cosmetic agents, over-the-counter, and special cosmetic shop in traditional market. Now, they are performing highly to participate in public relation activities, especially music contests and seminar. Selling level of XA in Bandung hasn’t reached target which is wanted by PT. X marketing team. They think it is caused by performance of marketing communication that hasn’t showed maximum effort. Besides, there are other brands that have same target market with XA (women, 25-45 years old). PT. X has ever done customer social responsibility, but it was just a form...
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...SUPPORT@ACTIVITYMODE.COMMGT 505 WK 6 ASSIGNMENT 3 To purchase this visit here: http://www.activitymode.com/product/mgt-505-wk-6-assignment-3/ Contact us at: SUPPORT@ACTIVITYMODE.COM MGT 505 WK 6 ASSIGNMENT 3 MGT 505 WK 6 Assignment 3 - 10 C's of Effective Writing Review the email to Bobby Johnson found in Chapter 5 under the heading : “Choosing a Channel” in your textbook. Write a 3-4 pages paper that answers the following: Identify the communication problems with the email. Using the 10 Cs for Writing Effectively, rewrite the email...... More Details hidden... Activity mode aims to provide quality study notes and tutorials to the students of MGT 505 WK 6 Assignment 3 in order to ace their studies. MGT 505 WK 6 ASSIGNMENT 3 To purchase this visit here: http://www.activitymode.com/product/mgt-505-wk-6-assignment-3/ Contact us at: SUPPORT@ACTIVITYMODE.COM MGT 505 WK 6 ASSIGNMENT 3 MGT 505 WK 6 Assignment 3 - 10 C's of Effective Writing Review the email to Bobby Johnson found in Chapter 5 under the heading : “Choosing a Channel” in your textbook. Write a 3-4 pages paper that answers the following: Identify the communication problems with the email. Using the 10 Cs for Writing Effectively, rewrite the email...... More Details hidden... Activity mode aims to provide quality study notes and tutorials to the students of MGT 505 WK 6 Assignment 3 in order to ace their studies. MGT 505 WK 6 ASSIGNMENT 3 To purchase this visit here: http://www...
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...Audience Analysis “Knowing who you’re talking to is fundamental to the success of any message. You need to identify your audiences, understand their motivations, and know how to reach them” (Locker & Kienzler, 2008, p. 42). Audience analysis is one of the most important steps in creating and communicating an effective message. This is true whether you are announcing a new product line via webcast, or presenting quarterly sales information to a group of stakeholders in person. Despite the reason for the communication, audience analysis is a crucial factor in determining the success of the communication. There are several considerations to keep in mind while conducting an audience analysis and different occasions will call for different considerations. For example, if one were to present sales information in person to a group of stakeholder’s, some of the primary considerations would include the characteristics of the audience, the appropriate communication channel, special considerations involving group diversity, and checking to see if the message was effective. Characteristics of the Audience According to Locker and Kienzler (2008), “The two most important tools in audience analysis are common sense and empathy” (p. 43). One can use common sense to predict how an audience will respond and empathy to look at the situation from the audience’s perspective. However, before one can determine the characteristics of the audience, one must first identify who the audience...
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...1. The risks of choosing De Walt as the Brand for B&D’s battle in the professional tradesmen segment are related to customer perceptions and competitor activity. On the customer side, B&D cannot predict how the customers will react in Industrial and consumer home use segments. In the Industrial segment the risk is smaller due to knowledgeable professional buyers making the product choice. But for the “do it yourself” –man, current B&D offering in Tradesmen segment means choosing a product that a professional might use. With this reference gone, the perceived value for the home user could be reduced. Thus an increased market share in tradesmen segment could hurt profits in the lower segment. The extent of this is unknown and effects on revenue are difficult to forecast. Secondly, though the brand recognition and the positive perception of De Walt brand exists, there is no certainty of the time needed to gain true market acceptance. The broadening of De Walt product offering into power tools in this segment could in the early stages lead customers to choose a competitor product instead. Whether the expectation can be delivered in a reasonable time is an unknown factor. The strategy does not address the issue of strong competitor position in certain distributor channels. For instance the Membership clubs and Two-Step channels is dominated by Makita and the position could be defended by the competitor. On other competitor related risks, one could mention pricing power...
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...Week 2: Audience Analysis University of Phoenix Marketing Audience Analysis As an associate with Cross Communications Cellular, Inc., there are always pressure- filled moments. Most recently I am in charge of presenting quarterly sales information at an in-person meeting to a group of stakeholders. These stakeholders include managers, salespeople, and customers. One meeting to address all stakeholders will be difficult but not impossible. Determining the best communication channels is only part of the challenge. I must also consider the characteristics of the audience. Additionally, it is important to be aware of the diversity of the audience. Considering this diversity, I must understand what is necessary to gain and maintain the attention of each audience member and clearly communicate the information. In the end, I must ensure the message is effective. Characteristics of the Audience When addressing an audience of varied stakeholders it is important to consider the characteristics of each audience group. These considerations must include the diversity of the audience. However, the diversity goes beyond grouping the audience by stakeholder type. More important, is to consider the characteristics of the people. Keeping in mind neither the product, nor the message will change. However, there will be diversity among those receiving the information. Some characteristics to consider are gender, race, ethnicity, age, and physical ability. Factually men and women...
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...Chapter 5 LO1 - Explain the importance of excellent business communication a) excellent communicators are influential, well liked, efficient, and effective b) effective communication happens only when you transmit meaning (relevant) to your audience c) communication = dynamic, fluid, two way (listening) d) seeking/understanding feedback + appropriate responses = core of successful business communication Russell Hoban: "when you come right down to it, how many people speak the same language even when they speak the same language?" COMMUNICATION BARRIERS a) effective communication : key issue = noise Noise: any interference that causes the message you send to be different from the message your listeners understand (AKA COMMUNICATION BARRIERS) 1. Physical barriers: ranging from a document that creates a "wall" between you and your audience ; freezing cold room; chairs forcing visitors to sit @ lower level 2. Language barriers: different languages; slang, jargon, and regional accents can interfere with meaning 3. Body language barriers: wrong body language can alienate and distract listeners so much that they won't absorb content of your message 4. Perceptual barriers: perception of you and agenda can interfere with effective communication - explore pos. and neg. perceptions prior to 5. Organizational barriers: built-in barriers to effective communication; unspoken rule, top of organization don't talk to bottom 6. Cultural barriers: how you greet and...
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...Communication Channels Melody Tice-Baird MGT521 April 22, 2012 Dr. Ronald Johnson Communication Channels Choosing the right form of communication channel to effectively deliver a message to the appropriate audience is important. It is not uncommon for the sender to pick the wrong communication channel simply because they want to choose the easiest and quickest method possible. Based on several scenarios, I will be discussing the best communication channel at different levels. For Scenario 1, the most effective communication channel I would use would be a face-to-face because I only have one week for my team to develop a strategy for entering a new beverage into the global market. Since time constraints and product details are vital to developing this strategy, the face-to-face communication will quickly facilitate questions, ideas, concerns, and feedback from the team resulting in commitment and support. More importantly, each team will have assigned tasks and a concrete deadline for task completion. As a marketing manager, I have selected both formal reports and face-to-face communication to convey the team’s new strategy. These are the most effective communication channels because it allows me to provide the vice president a detailed written outline on the development strategy for the new beverage. However, the complexity of this new strategy requires oral communication to reduce confusion and misunderstandings. (Robbins, pg 14) Lastly, I have the advantage...
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...Title: How effective is your workplace communication? Assignment topic Prepare a discussion paper in essay style in which you critically analyze your own communication methods and style. In your answer, provide examples of how you communicate (oral and written) with team managers and managers, from your reading and your own experience, to illustrate the points you are making. When you refer to an example, provide enough details about the context so that the reader, who does not know about your workplace, can understand the points about the situation that you are trying to make, You will have to provide an explanation of what makes effective communication in the introduction to your paper. Executive summary 1 Introduction Communication is a general phenomenon by which we try to convey thoughts, intentions, emotions, facts and ideas of one person or group to the others. Whether we recognize it or not, we have no choice but to communicate. At times, when we try to avoid communicating, we may still send an unintentional message. When we do not say yes, we may be saying no by default- and vice versa. The only choice we can make about communication is whether we are going to attempt to communicate effectively. What does it mean to communicate effectively? Effective communication is when the intended objective is achieved. Therefore, the message sent is received and understood by the receiver in the same sense, as the sender...
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...environmental analyses such as PESTEL analysis, Porter's Five Forces analysis, SWOT Analysis and even formulation of competitive strategies (Porter's Generic Strategies). Marketing mix is an imperative concept in modern marketing and academically it is referred to as the set of controllable tools that the firm blends to produce the response it wants in the target market, so it consists of everything the firm can do to influence the demand for its product (Kotler and Armstrong, 2004). It is important to realise that marketing mix strategy of any company can have one major function, that is, strategic communication of the organisation with its customers (Proctor, 2000). It was further argued that marketing mix provides multiple paths as such communication can be achieved either in spoken form and written communications (advertising, selling, etc.) or in more symbolic forms of communication (the image conveyed in the quality of the product, its price and the type of distribution outlet chosen). However, the key element is that the main aspects of marketing mix that will be discussed below "should not be seen as individual entities, but as a set of interrelated entities which have to be set in conjunction with one another" (Proctor, 2000: 212). Main Aspects of Marketing Mix (100) The easiest way to understand the main aspects of marketing is through its more famous synonym of "4Ps of Marketing". The classification of four Ps of marketing was first introduced and suggested by McCarthy...
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...Effective Communication 1 Effective Communication Geraldine E. Burch-Mack CJA/304 Clark Nissen 09 Dec 13 Effective Communication 2 Communication in the Criminal Justices System This paper will describe the process of communication and its components, the differences between listening and hearing in communication, and the formal and informal channels of communication within criminal justice organizations. In addition, this paper will also describe the barriers to effective communication in criminal justice organizations and the strategies that may be implemented to overcome communication barriers. This paper will include different meanings, different processes, advantage, disadvantage and examples. The five topics will be describe in titled paragraphs and will address information about the topic only. This paper will give a better more clear understanding on how the communication process works and what is need to have a successful communication out come. Verbal Communication and Nonverbal Communication The process of verbal communication are, identifying that all languages have meaning, realizing that words and phrases have a different meaning to different people, knowing that everyone speaks a different way, distinguishing variations of spoken languages used within cultures, and trail ideas for effective verbal communication in the result to become more understanding and able to share. Language represents complexity, logic, and the ability to express ones feelings or thoughts...
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...of media to inform us about everyday things. Instead we are so accustomed to the new age media: social media. When one thinks of the word media in today’s society, they consider communication devices that are used to interact and communicate with others. Cell phones, computers, and the Internet are things we are exposed to everyday and use subconsciously. In this essay, I will examine ways relationships function through social media by recalling things I learned Core Concepts. With social media we are able to connect with others at a distance and much quicker pace. The transmission model, which is one of the five models of communication, demonstrates any form of communication made through social media. It consists of the sender, message, and receiver. The sender is ultimately responsible for encoding a message as well as choosing the transmission channel of the message. The message, which is what the sender is communing about, is the main object of communication. Once the message is sent, the receiver is the end of the communication channel. The receiver decodes the message, stimulates thoughts, and is eligible to send feedback. Without realizing and also taking for granted, we use the Transmission model on a daily basis. Whether in face-to-face conversations or social media, any form of communication is through the use of the Transmission model. We subconsciously develop and adapt to certain behaviors, attitudes, and beliefs from those within our social media network. An example...
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...Article 2: Communication in international business- to- business marketing channels Does culture matter? This article deals with the question if and how cultural variations influence channel communication . Finding show that there is a relationship between culture and channel communications in international channels. The autor , Bert Rosenbloom, described Hall’s (1976) proposed high-contex versus low- contex dichotomy to explain the different cultural orientations. It is a simple two category basis for grouping the cultures of many different countries to help understand the hidden codes in communication, stemming from „cultural distance“. The expressions "high context" and "low context" are labels which shows the cultural differences between societies. High-context and low-context communication refers to how much speakers rely on things other than words to convey meaning. First, Hofstede's cultural model and the model approaches Hall presented, where the main cultural differences are described. The cultural model of Hofstede with its five dimensions and the corresponding index values provides information about cultural differences and their possible impact in intercultural cooperation. The five dimensions in Hofstede's cultural model, "power distance", "collectivism versus individualism," "femininity versus masculinity," "uncertainty avoidance" and "long-term versus short-term orientation". Together, the five dimensions of a cultural model in which differences can be measured...
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...COMMUNICATION CHANNEL SCENERIOS 2 ABSTRACT Communication within an organization plays a vital role in business functions. Using poor communication or the wrong type of communication channel can have major negative impacts. Good communication skills and the knowledge to identify when to use a particular communication channel is vital in sending and receiving business information. The communication channel scenarios assigned demonstrate the challenges that occur when there is error in communication. The first scenario highlights the risks of not choosing the right communication channel when dealing with important business matters. The scenario also shows what can occur when important conversations take place via e-mail rather than one on one, and how the evidence of the conversations can cause future damage. The second scenario shows how the internet has changed communication and created new challenges for organizations. Both scenarios demonstrate that it is essential to understand the different channels of communication. COMMUNICATION CHANNEL SCENERIOS 3 Communication Channel Scenario 1 In the case incident between...
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...on the go. That’s why it has become so important to make choices in choosing which hand-held device someone should go for. A handheld device is selected according to its features and benefits, for example if it provides access to the internet, email, and other various features. An important question when designing and standardizing cellular systems is the selection of the multiple access schemes. There are three basic principles in multiple access, FDMA (Frequency Division Multiple Access), TDMA (Time Division Multiple Access), and CDMA (Code Division Multiple Access). All three principles allow multiple users to share the same physical channel. But the two competing technologies differ in the way user sharing the common resource. TDMA allows the users to share the same frequency channel by dividing the signal into different time slots. FDMA uses a whole entire band of frequencies but is divided into multiple RF channels / carriers. CDMA is where the entire bandwidth is shared among different users by assigning unique codes. Orthogonal frequency-division multiplexing (OFDM) is a process of converting digital data on multiple carrier frequencies. OFDM has advanced into a popular system for wideband digital communication. Some examples of this digital communication include: wireless, copper wires, television and audio broadcasting, DSL broadband internet access, wireless networks, and 4G mobile communications. References FDMA versus TDMA versus CDMA, Retrieved from:...
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...Choosing a communication Medium There are two types of communication mediums needed for any successful business; Physical Media and Mechanical Media. Physical media channels where the person who is talking can be seen and heard by the audience. The whole point here is to be able to not only hear the messages, but also to see the body language and feel like they are in the room. This does not need to be two way channels. In certain situations the receiver expect physical communication. This is the case especially when dealing with high concern messages. If a message is perceived as important they expect to hear it live from their manager. On the other hand, mechanical media is more of the daily form of communication. With mechanical media written or electronic channels are the primary sources. These channels can be used as archives for messages or for giving the big picture and a deeper knowledge. But they can also be very fast. Typically though, because it is written, it is always interpret by the reader based on his or her mental condition. In other words, it is not best to put humor or irony in these communication mediums because it can be percieved the wrong way. Since the company is spread through several continents around the world a great new medium is Global 365. Microsoft Office 365 operates as a cloud-based replacement for Microsoft's desktop tools, packaging Office, SharePoint Online, Exchange Online and Microsoft Lync into a cloud service. Office 365 is...
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