marketing communication

Topics: Marketing, Communication, Public relations Pages: 36 (10766 words) Published: September 29, 2013
I. MARKETING COMMUNICATION

1.1 Background

Every organization works with certain objectives and these are to be achieved. To achieve these pre-decided objectives a number of activities are to be performed. The activities may include production, marketing, human resource, finance, transportation, service, research, logistics, purchase and storage, trading, assembling, distribution and others. These activities are performed and are related to each other so that the objectives can be fulfilled effectively.

Marketing is one of the important activities of an organization. It is through marketing that product or services of the company are reaching to the customers. The company gets the money back when the products are sold out in the market. So the business cycle keeps on going further. It is required to coordinate the marketing activities and necessary to work in close coordination with production. Production alone is not going to serve the purpose. Production without marketing become useless for the company and marketing without production is not possible. Similarly, marketing is related to other activities like finance, research and human resource activities.

The main concern of this paper is with marketing activities and marketing communication in particular. Marketing is the process by which companies create customer interest in goods or services. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify, satisfy, and keep the customers. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management.

Marketing evolved to meet the needs in developing new markets caused by mature markets and overcapacities. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. Achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions more effectively than competitors.

Marketing is a very important activity for the organization. In marketing a lot of sub activities are performed. Marketing includes the activities like identification of demand, research, market segmentation, product development, launching of products, modification of products, deletion of products, product design, pricing, different types of pricing, promotion products and services, sales promotion, personal selling, publicity, public relations, adverting, distribution of products and services, consumer behavior, internal and international market coverage, branding, packaging, labeling and many other activities.

It is very difficult to have clear idea regarding marketing activities. For easy understanding and proper planning of activities, marketing activities are divided into four areas for products. These are product, pricing, promotion and placement. For services the groups include product, price, promotion, placement, people, process and physical evidence.

In this paper the focus is on promotional activities of the products and services and mainly sales marketing communication strategies. Every company is interested to market its products or services to earn its profit. For this, awareness needs to be created among the customers through market promotion or communication. Without creating awareness the customers would not come to know about the company’s existence in the markets, products and services produced and features of their products and services. The messages regarding the products, company, features of their products and services are to be communicated by using different marketing promotion and...
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