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Marketing Management Lecture #10 (Buyer readiness stages: (Liking,…
Marketing Management
Lecture #10
Marketing communication:
aims to encourage engagement
between participants and provoke convesation
Different approaches of communication
shifting marketing communication model
Integrated marketing communication
new marketing communication landscape
Communication process
Steps of communicating:
design a message
choosing communication channel
communication objectives:
considering buyer-readiness stages
seleting message source
Target audience
collecting feedback
Buyer readiness stages:
Liking
Prefernce
Knowledge
Conviction
Awareness
Purchase
Methods of setting promotion budget
percentage of sales method
competitive parity method
affordable method
objective and task method
promotion mix
Advertising
Internet
Outdoor
Print
Broadcast
Advertising objects
persuaive advertising
reminder advertsing
informative advertsing
Sales promotion
Displays
Coupons
Discounts
Personal selling
face to face
telephone communication
trade shows
Public relations
Events
public tours
Press confernces
Direct marketing
catalogue
Tv shopping
Competition
competitor analysis
competitor myopia
competitive advantage
Porters 4 basic competetive positioning strategies
Differentiation
Focus
Overall cost leadership
Middle of the road
competitive strategies
market follower strategies
market nicher strategies
market challener strategies
market leader strategies
