Download CIM Revision Cards: Marketing Communications 04 05 (Cim by Marketing Knowledge PDF

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Personal selling is the most expensive element of the marketing communications mix: n To reduce the number of clients under certain order levels n To reduce the cost of sales n To increase the number of distribution outlets n It is resource intensive n It is time ineffective n It incurs high contact costs MARKETING COMMUNICATIONS 27 MARKETING COMMUNICATION MIXES 28 The Personal Selling Process Source: Hughes and Fill: CIM Coursebook Marketing Communications (Elsevier Butterworth–Heinemann, 2004) Marketing communications through the product life cycle At the launch of a campaign the primary advertising objective may be to create awareness among target markets, while activity directed at the trade might focus on achieving distribution.

It indicates that the more inward and outward-bound communication exists, the more knowledge about customers can be gained Source: Hughes and Fill: CIM Coursebook Marketing Communications (Elsevier Butterworth–Heinemann, 2004) MARKETING COMMUNICATIONS 53 RELATIONSHIPS AND MARKETING COMMUNICATIONS Customer retention management n Resource support One simplistic view is that to keep customers it is only necessary to keep them satisfied n Service levels In consumer markets, customer retention schemes are mainly focused around loyalty cards, although research has shown that many customers have several loyalty cards at any one time so they are not always necessarily good indicators of loyalty.

This way the agency has to coordinate work across several markets. However sometimes local expertise is needed Phases of international marketing development: 1. Domestic markets 2. Infrequent foreign marketing 3. Regular foreign marketing 4. International marketing 5. Global marketing With global marketing, companies have standardized business activities and single marketing communications strategies, whereas with multinational companies the differences in markets are recognized with individual programmes for each of its subsidiaries The move to standardized marketing communications programmes is often driven by the high costs of producing separate campaigns for individual markets Some companies have run centrally developed campaigns, where identical advertising is used apart from voice-overs in the local language.

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