...Integrated Marketing Communication (IMC) And Customer Satisfaction 1. Discuss the company’s advertising strategy and how it aligns with its marketing goals. When developing our advertising strategy, there are key issues to consider, the first issue was how to understand or define the brand. The second issue is to know how the company is positioned in the minds of consumers and where we want the company to be. We begin this process by first creating a personality for the company. FTGE is a company that was created with the working professional in mind who wants to use his or her time wisely, and are always on the go. We then build a relationship with the audience or customers based on the personality of the company, the history and the benefits that the customer will be able to receive. We will build this relationship over time, using advertising in addition to all other communications, including the way employees are trained to interact with customers. FTGE will focus on the company’s short term goals by building a customer base and getting the word out about our services. We want to let the consumers know that they can leave the shopping to us and rest assured that all of the freshest and finest ingredients that are needed to prepare their meals will be delivered right to their door without the hassle of stopping in traffic when they are just ready to get home to end their day. 2. Discuss how the effectiveness of the advertising will be...
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...Purpose & Value of Integrated Marketing Paper Priscilla Suero University of Phoenix – MKT 498 Delynn Byars September 10, 2012 Creating an awareness of a particular product or service is the fundamentally want marketing is intended for. The ability to communicate to potential and existing customers is the basis of marketing’s intentions. Integrated marketing is the coordination of all marketing tools within the marketing mix as it pertains to products, distributions systems and promotions. The goal of an integrated marketing system is to be able to have a strong presence and positive impact on consumers, businesses, and other end users (Clow & Baack, 2007). Materials such as direct marketing, one to one marketing and mass marketing are all strategies to enhance the effectiveness of a marketing plan. These marketing strategies can derive data the can be used in the development of a product or service, its distribution, customer relations and pricing. Presently, in the business world marketing is engulfed in an environment with trends that are constantly changing. The evolution of integrated marketing was unavoidable. For any business, integrated marketing is a need to keep up with the expansion of marketing channels via print, Internet, media, which all cannot be done without communication. Therefore, Integrated Marketing Communication (IMC) is the encompassing of all marketing tools, avenues, and sources within an organization into one program at a minimal...
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...The High Benefits Internet Marketing Framework through Customer Experienc Nai-Wen Kuo1 1 An-Yi Liu1 Graduate Institute of Information Management, Chinese Culture University (Eric and Ferry,2001 Riyad and Myfanwy, 2002 Roger, James and Ghada,2003 Kuo and Liu,2005 ) 1 Global reach The Internet helps business reach the whole world. 2 Real-time access The Web makes it possible for customers to interact immediately. 3 Information density The technology reduces information costs and raises quality. 4 Richness Multimedia and information can become vivid. Abstract This paper is intended to integrate Internet Marketing, Customer Experience, E-brand and Integrated Marketing Communications to develop a high benefits Internet Marketing Framework. This framework not only can combine marketing resources effectively, let enterprises obtain the greatest benefits; it also provides total consumer experience and increase customer satisfaction. On the other hand, this making a more successful customer relationship management and customer experience on internet marketing can be achieved. Furthermore, we make the application of internet marketing will be more extensive and convenient. Keywords: Internet Marketing, Customer Experience, E-brand, Integrated Marketing Communications. 3. Integrated Marketing Communications ntegrated Marketing Communications (IMC) is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer’s...
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...IMC and Customer Satisfaction IMC and Customer Satisfaction Beverly Gillem Dr. Dotty Heady Marketing Management August 19, 2013 Discuss the Company’s Advertising Strategy and How It Aligns With Its Marketing Goals BB Barbeque & Bakery will be a full service restaurant specializing in smoked and barbequed ribs, smoked brisket, chicken and salmon. It will also have a small bakery department that will specialize in southern style biscuits, rolls, and cornbread, in addition to several varieties of cakes and pies. Our advertising will portray our business as a provider of quality, homemade, “Oklahoma style”, fresh, meals with take-out and wholesale options. Our Integrated Marketing Communications (IMC) blends a number of “promotional tools and communications/marketing/advertising services and techniques to maximize profit.” IMC is a super achiever when the message to the consumer is “concise and consistent and engages the familiarity with the consumer. “ Effective IMC messages and images are meaningful and useful to consumers, and messaging and branding consistency - a proven IMC concept - yield customer satisfaction and loyalty.” Techopedia explains Integrated Marketing Communications (IMC) as a combination of several marketing and advertising concepts and theories that cam be complex because it has many working component. IMC advantages are cost containment, increased communication between departments...
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...14 Consumer Behaviour Regarding Restaurant Service 14 Media Consumption 17 Attitudes and Lifestyle Issues 18 Analytical Framework and Bader IMC Plan 19 Industry Analysis 20 The Competitive Analysis 20 Porter’s Five Forces Model 21 Generic Strategies of Bader 24 Primary Research 26 Primary Data Collection 26 Data Analysis 28 Analysis of Dimensions 31 Cronbach's Reliability Coefficient 34 The Overall Perceived Service Quality 35 The Integrated Marketing Communication Strategy 36 Marketing Mix 37 Product 38 Price 38 Place 40 Promotion 41 Bader Restaurant target marketing 42 Marketing Communication Objectives 42 The marketing communication Mix 43 Advertising 43 Direct Marketing 43 Online Marketing 43 Public Relations 46 Social Media Marketing Strategy 46 Strategy: Media Plan 47 Posters 47 Internet 48 Ads 48 Promotional Plan’s Mind Map 48...
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...1 Principles of Marketing Marketing: Managing Profitable Customer Relationships Learning Objectives After studying this chapter, you should be able to: 1. Define marketing and outline the steps in the marketing process 2. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts 3. Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy 4. Discuss customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return 5. Describe the major trends and forces that are changing the marketing landscape in this age of relationships 1-2 Chapter Concepts 1. 2. 3. 4. 5. 6. 7. 8. What Is Marketing? Understanding the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The New Marketing Landscape So, What Is Marketing? Pulling It All Together 1-3 What Is Marketing? Marketing Defined Marketing is the process by which companies create value for customers and build strong customer relationships to capture value from customers in return 1-4 What Is Marketing? The Marketing Process 1. 2. 3. 4. 5. Understand the marketplace and customer wants and needs Design a customer-driven marketing strategy Construct...
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...SOCIAL RELATIONSHIPS of MARKETING and ANALYTIC DIMENSIONS NICOLE GAJADHAR ALGOMA UNIVERSITY SOCIAL RELATIONSHIPS of MARKETING and ANALYTIC DIMENSIONS Summary Any business, in order to be successful must have market researchers to analyze behaviors and actions of consumers. Without market researchers it is impossible to maintain a good business to consumer rapport. Businesses to consumer relationships are misunderstood because the dimensions of characteristics such as competence are not explained thoroughly in marketing research. This article identifies the characteristics and relationships between, “communication, trust, commitment, satisfaction and conflict handling” (Malhotra, Agarwal and Du Bisi 2010, p.20) along with a hypothesis created by the authors. The research paper attempts to prove how successful relationship marketing strategy must require an understanding of social dynamics to achieve customer satisfaction. I chose this article because I like how the authors gave thorough explanation of key characteristics behind why retail industries may lack positive business rapport and knowledge on customer satisfaction. Furthermore, I like the evaluation of content for the hypothesis and its findings displayed in the integrated model shown in the article. It explains how each social characteristic is related and how it leads to positive and negative behavior of customer satisfaction and (or) dissatisfaction. Evaluation Customer Satisfaction can be achieved multiple...
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...has consistently ignored customer-orientation and its fundamental. Therefore, the banking system has not been able to use recent modern marketing very well, because of various economic and social problems such as the governmental banking system and the excess of the demand rate over supply. People do not have any incentive to use Iranian banking system, because banking system do not pay attention to their priority values and needs and just present similar services in all branches of country’s banks. Therefore, the customers refer to the banks inevitably to satisfy their elementary needs, in other words it should said that, in the current situation the people serve the banks, not the banks serve people. Regarding the environmental changes that are front of us, the banks should emphasize on its equipping, recognizing the customer’s need and expectations and regard to market situation. Because every bank can recognize and secure these needs before rivals will success in the competition field. This study attempted to analysis the role of customer communication management in Iranian banks and its weakness, strengths and goals, in addition, its executing 2 effects and the basic role of customer as a basic and critical element for remaining the banking system. Finally, some suggestions present for reforming and improving the quality of services in the banking system. Keywords: Customer Relationship Management, customer, satisfaction, services 1. Introduction ...
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...DEFINING MARKETING FOR THE 21ST CENTURY WHAT IS MARKETING? Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “ meeting needs profitably.” 3 ALTERNATIVE PHILOSOPHIES THAT CAN GUIDE ORGANIZATIONS IN THEIR EFFORTS TO CARRY OUT THEIR MARKETING GOAL(S) THE PRODUCTION CONCEPT The production concepts, one of the oldest concepts in business, holds that consumers prefer products that are widely available and inexpensive. Managers of production– oriented businesses concentrate on achieving high production efficiency, low costs, and mass distribution. This orientation makes sense in developing countries such as China, where the largest PC manufacturer, Lenovo, takes advantage of the country’s huge and inexpensive labor pool to dominate the market. Marketers also apply the production concept when they want to expand the market. THE PRODUCT CONCEPT The product concept proposes that consumers favor products offering the most quality, per-formance, or innovative features. However, managers are sometimes caught in a love affair with their products. They might commit the “ better mousetrap” fallacy, believing a better product will by itself lead people to beat a path to their door. A new or improved product will not necessarily be successful unless it’s priced, distributed, advertised, and sold properly. THE SELLING CONCEPT The selling concept holds that consumers and businesses, if left alone, won’t buy enough...
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...Integrated Marketing Communication (IMC) AND Customer Satisfaction Catherine L. Reddish Professor: Dr. William Bonaparte December 3, 2013 Stayer University Introduction In this setting their will be integrated marketing strategy and communication though adverting strategy and how it aligns with its marketing goals. Then show how effectiveness the advertising will be measured, also discuss the promotional strategies that may be used in addition to advertising. Develop an approach to measuring customer satisfaction with Lay’s Potato Chip product and service. Then, discuss how gaps in customer expectations and experience will be addressed. 1. The adverting strategy is to change the consumer’s buying behavior to achieve the goal in marketing. Doing this marketing goal, cognition relates to increasing a consumer’s awareness and knowledge of the product (Cespedes, 1996). Lay’s potato chip marketer also attempts to appeal to the customer on an emotional level. Finally, Lay’s want to encourage its customers a chance in behavior; which is purchasing the product being advertised. During the introduction stage Lay’s life cycle job is to distribute information about the product and how it is superior to the competitor’s product. In the growth stages Lay’s aim to increase the target segment’s feeling about the product in a positive way. The maturity stage sees the marketer reminding the consumer of the...
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...Introduction Haier is famous as a white goods home appliance manufacturer. Haier Electronics Group Co Ltd. (Haier ELEC) which is listed on the Stock Exchange of Hong Kong Limited (stock code: 01169) is subsidiary of Haier Group. Its main business includes research, manufacture and sale of water heater and washing machines in China. Meanwhile, it is responsible for distributing other home appliance products such as air-conditioner, refrigerator and television (Haier ELEC Annual Report, 2010). Industry and SWOT analysis The home appliance industry has high level of rivalry. There are many different businesses, such as National Electrics, Chigo, Siemens, and Midea, compete in the industry. Therefore, the large amount of substitute products cause to a high bargaining power of buyers. Strengths | Weaknesses | 1. Good brand image and reputation. 2. Market leader in water heater and washing machine sales. | 1. Lack sound distribution and selling system, causing to a high level of distribution costs, which is defeated by many other companies. | Opportunities | Threats | 1. Haier has core technology in water heater and washing machine. Entering small house appliances is an opportunity for Haier because Haier can quickly master the technology of small house appliances due to its good ability of research and development. | 1. High level of competition. In the area of air-conditioner, television and refrigerator, market share is surpassed by other new competitors...
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...1. Core marketing concepts 1. Needs, wants, and demands 2. Target markets, positioning, segmentation 3. Offerings and brands 4. Value and satisfaction 5. Marketing channels 6. Supply chain 7. Competition 8. Marketing environment 9. Marketing planning 1. Needs, wants, and demands :- We can distinguish five types of needs: 1. Stated needs (The customer wants an inexpensive car.) 2. Real needs (The customer wants a car whose operating cost, not initial price, is low.) 3. Unstated needs (The customer expects good service from the dealer.) 4. Delight needs (The customer would like the dealer to include an onboard GPS navigation system.) 5. Secret needs (The customer wants friends to see him or her as a savvy consumer.) 2. Target markets, positioning, segmentation :- Not everyone likes the same cereal, restaurant, college, or movie. Therefore, marketers start by dividing the market into segments. They identify and profile distinct groups of buyers who might prefer or require varying product and service mixes by examining demographic, psychographic, and behavioral differences among buyers. After identifying market segments, the marketer decides which present the greatest opportunities— which are its target markets. For each, the firm develops a market offering that it positions in the...
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...Name: Park Joseph IC: G0632404K Diploma : International business SIM ID : 10143873 Date of Birth : 20th Feb 1995 Module : MKT 101 Monster Energy company has brought a new product to the market, called “Monster Dragonfruit-Pomegranate”, specially designed for the teens and young adults who are especially vulnerable to insufficient energy and persistent exhaustion as well as for those extreme sports enthusiasts, hip-hop group and gamers. In the following paragraphs, we will look into how Monster Energy is planning to integrate and coordinate its promotional mix tools for maximum overall impact to win its market share. The Integrated Marketing Communication (IMC) campaign for Monster Dragonfruit-Pomegranate is “Drink and Go” The overall message of the campaign is that there are so many things around us that are amazing and inspiring which can make us feel our life offers limitless opportunities and willingness to give an attempt to achieve dreams. However all these are ignored due to tiredness we feel which are caused because of our super-charged lifestyle. Hence the campaign message is telling us to feel excited, interested and energized once again by drinking Monster Dragonfruit-Pomegranate, which will give the consumer the energy he needs to continuously work on his ambition. Monster Energy Company is going to integrate and coordinate its promotional mix tools of advertising, public relations...
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...NBS-MC36 – Integrated Marketing Communications BY STUDENT NUMBER: 100101300 WORD COUNT: 2193 WORDS 1 Introduction Marketing communication represents the methods of communication used to announce target customers and stakeholders and persuade the potential market, to choose the company and its products (TĂLPĂU, 2014). Marketing communication has a variety of means of communication, which includes advertising, sales promotion, personal selling, direct marketing, and public relations. Customers receive diverse messages about the company and its products from different communication methods and thus, are unable to judge the accuracy of messages (Pickton and Broderick, 2005). It is a vital obstacle that customers have no accurate and impressed cognition for the company and its products. Based on the shortcoming of traditional marketing communication, the concept of integrated marketing communication (IMC) has become a popular idea in the field of marketing since 1990s (Kitchen and Schultz, 1998). The primary goal of marketing communication is to influence the customer‟s concept of value for the company and/or its products. Compared with traditional marketing communication which is a part of 4ps, IMC pay attention to the 4cs which is customer, cost, convenience and communication. Duncan (2002, p.8) defines IMC as „a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically...
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...Riordan Manufacturing Service Request CIS/319 Computers & Information Processing J. R. McDaniel University of Phoenix Executive Summary During the past twelve months, Riordan’s customer’s relations department has reported negative findings from customer satisfaction surveys and statistics relating to the company’s organizational web page usage. The findings have clearly indicated to Riordan’s management there is a lack of effective and efficient communication on the part of both internal and external organizations and stakeholders who’s expected Return on Investment (ROI) is not being meet. In recognizing this lack of effective communication, Riordan’s management has decided to make significant changes regarding how it will communicate and what type of communication platform the company will use in an effort to sustain customer satisfaction and positive ROI. Following are Riordan’s plans that will provide for more effective communication to take place between both internal and external stakeholders: • Implement an integrated worldwide office automation software and group collaboration software package that is user friendly for both internal and external users. • Implement an integrated worldwide database utilizing Microsoft Access. • Ensure all employees understand the value of the added system. • Collect feedback and respond to feedback. • Ensure security of newly acquired software is appropriate. The integration of the above processes of software...
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