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Chapter 12 Marketing

In: Business and Management

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Group 4: Andi Annisa Zhafira Ramadhania (1406545661), Dimas Bagus Wahyu Baskara (1406545554), Eversti Nevalia (1406545535), Makarim Hirdzi (1406640820), Nadya Anindhita (1406546544), Zhafirah Shabrina Bustanie (1406640985)
1. What is promotion and integrated marketing communication?

- Promotion: one of the four Ps of the marketing mix, the coordination of a marketer’s communication efforts to influence attitudes or behavior. Try to make the consumers have the willingness to buy the product that the marketer’s offer.
- Integrated marketing communication: a strategic business process that the marketers use to plan, develop, execute, and evaluable coordinate, measurable, persuasive brand communication programs over time to the targeted market.

2. Explain the function of marketing communication?
Brand that exists on the consumer mind, is also an effect of the well-maintained long-term marketing communication.
Marketing communication manage the relationship between the company and the consumers.
It also helps the company to deliver (through the media that the consumer most preferred) the message that a product brings to the consumers targeted.

3. Explain the importance of WOM in promotional activities?
Mouth to mouth suggestion, have a strong position in consumer mind.
Consumers tend to believe what they heard from others, they would look for recommendation from the other consumer.
Hence, WOM promotional activities should be get a priority in marketer list, in order to get into consumers mind, slowly but surely
4) 3 models of marketing communications:

One-to-many: a single marketer develops and sends messages to many, perhaps even millions of customers at once. The examples include advertising, sales promotion, and public relations, billboards, etc.
One-to-one: marketers speak to consumers and business customers individually....

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