Strategic Marketing Management
“Marketing, advertising, selling, special deals etc, all gobbledygook if you ask me”
9 November 2012
Lecturer : Dr. Mark McPherson
Word Count : 573
From the definition by The American Marketing Association (AMA), marketing is an activity and processes which focus on delivering value to customer by using marketing communications tools (AMA,2007) . There are five principal in marketing communications tools including: advertising, sales promotion, public relations, direct marketing, and personal selling, these are referred as the marketing communications mix. Firms use marketing communications mix to communicate component of their offering to target audience. This offer include a product, a service, or the organization itself as its tries to build its reputation (Baines, 2011). In this essay I will clarify the importance of marketing communications as advertising, selling, special deals by using case study of successful marketing communications.
Marketing communications mix plays an importance role in every business and every brand. For example, ZSL London Zoo use wide range of marketing communications tools to attract the visitors. Public relations was used as a tool to communicate ZSL’s conservation work to their target group, they also use advertising to sell tickets and use sales promotion by giving the discount to get people back to the zoo after the bombs in London 2005. From this case, marketing strategy was used to increase the income of the business. Not only to improve the revenue, marketing communications tools also used by the market leader to remain its position. For example, Coke, the market leader in their category. They also used defensive marketing strategy in order to improve their market position and keep growing in their revenue by using Beijing Olympics Games 2008 as their themed for Chinese...