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Marketing Communications Ford

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Marketing Communications Ford
Executive Summary

This report highlights the importance of Marketing Communications; the role of Marketing Communications, analysis of the Automobile Industry and the analysis and practical application of Marketing Communication strategies by Ford Motor Co. the report also shows Ford’s Corporate Social Responsibility and the practice of Ethical Marketing.

The targeting, segmentation and positioning by Ford are also analyzed. Finally the report provides recommendations on how to improve the marketing communications and suggest strategies that the company should use along with the current marketing communication strategies. Background and Importance of Marketing Communications

Marketing communications is a management process of conveying the information regarding a product or service to an audience who may buy or influence people or an organization’s decision regarding the buying of the product or service.

Marketing communications is an extremely essential tool not only for business but for all kind of transactions and exchanges to take place successfully. The importance of marketing communications is also emphasized by Fill (2005) 4th ed. Marketing Communications, Essex, Prentice Hall, pg 7.

“Marketing communications is an audience-centered activity. It provides the means by which brands and organizations are presented to their audiences. The goal is to stimulate a dialogue that will, ideally, lead to a succession of purchases. This interaction represents an exchange between each organization and each customer, and according to quality and satisfaction of the exchange process, will or will not be repeated. It follows, therefore, that communication is a very important and integral part of the exchange process, and it is the skill and judgment of management that determines, in most cases, success or failure.”

To study the importance and practical application of the objectives, strategies, activities and evaluation techniques of marketing


References: 1. Pickton D., Broderick A. (2005) Integrated Marketing Communications, 2nd edition, London: Pearson. 2. Murphy, Patrick E; Gene R. Laczniak, Norman E. Bowie, and Thomas A. Klein (2005). Ethical marketing. Upper Saddle River, N.J: Pearson Prentice Hall. 3. Laczniak, Eugene R; Robert F Lusch; William A Strang (1978) 4. Steenkamp and Ter Hofstede (2002) "International market segmentation: issues and perspectives", Intern. J. of Market Research, vol 19, 185-213 5. Guiltinan et al, (1996)"Marketing Management: Strategies and Programs", McGraw Hill/Irwin 6. Philip Kotler and Kevin Lane Keller, (2006), Marketing Management, Pearson Education. 7. Halliday, Jean. (May 1999) GM seizes web’s 1-to-1 Marketing Opportunities-Automotive: aggressive ad spending and innovative campaigns boost auto giant to top. Advertising Age, pS2(1). 8. Ford Motor Co. Annual Report 2006 and 2007 9. Fill (2005) 4th ed 11. Kotler, Philip, Ned Roberto and Nancy Lee, 2002 Social Marketing: Improving the Quality of Life, SAGE. 14. Al Reis and Jack Trout, (2001), Positioning. London: Prentice. 2. http://jimc.medill.northwestern.edu/JIMCWebsite/site.htm (18 Nov, 2007) 3. http://media.ford.com/article_display.cfm?article_id=26766 (20 Nov, 2007) 4. http://www.socialmarketingquarterly.com/index.htm (22 November, 2007) 5. http://www.ism.stir.ac.uk/ Accessed on 22 November, 2007 6. http://www.ford.co.uk/ie/corporateinfo/-/-/-/-/-/- (November12, 2007) 7. http://www.media.ford.com/
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