Define and discuss Pull and Push communication strategies and discuss their roles in customer responses? Without an effective marketing communication program, a marketing strategy will fail. Marketing strategy have many purposes. They are placed in three broad categories. 1- Building brand image
2- Providing brand information
3- Motivating customer actions
Digital and social media marketing has provided an additional set of tools within the marketing mix but they cannot replace traditional techniques. Social media tactics drive real customers, increasing traffic to the website, capturing qualified leads and making sales.
Targets customers must be aware of the products and its benefits.
Customer-directed marketing communications are pull communications. The objective of a pull marketing communication are to build awareness, attraction, and loyalty and to reduce search costs.
When a push communication is successful, customer will seek out product and its benefits. A pull strategy must ensure that channel intermediaries carry the product in sufficient quantities.
1- Media Advertising
2- Social Media
3- Sales Promotions
4- Direct Marketing
Customers and Potential customers
1- Sales Incentives
2- Channel Financing
3- Co-Op Advertising
4- Channel Marketing
Channel Customers and Influencers
Push communications are directed at channel intermediaries. The objective in this strategy is to motivate channel intermediaries to carry a particular product or brand to make it more available to customers.
There is need to understand that it is the combination of push and pull marketing communications that creates the greatest customer impact on customer response and therefore produces market share.
Push Communications and customer Response
The Power of media advertising, Fate of L&M cigarettes
Before cigarette advertising on television was banned, L& M had a 17 percent market share. After the ban, L&M chose to stop advertising altogether, because its management believed that the forms of advertising other than television were ineffective. The manager were wrong. And Today L&M is no longer on the market. The product had good brand image and good customer pull, but without continuous reinforcement of the brand name and it’s positioning. The product faded from customers and eventually from the market place.
Push Communications and customer response
The marketing communications that are directed at channel intermediaries are push communications. The objective of push communications is build greater product availability and marketing efforts. Companies that are aggressive in rewarding and supporting their intermediaries are able to obtain more market coverage (number of desired distributors) than are nonaggressive businesses.
Define alternative marketing channels and discuss any four channels in this category?
A company first decide whether to use a direct, indirect or mixed channel system. Most businesses prefer to sell and distribute directly to target customers.
A channel system gives businesses full control when interfacing with customers.
To reach different target markets cost effectively and to deliver services to its customers.
DIRECT CHANNEL SYSTEM
COST OF DIRECT CUSTOMER SALE CONTACT IS HIGH AND INCREASING
SALARIES, BENEFITS AND EXPENSES OF A DIRECT SALES PERSON( 100,000 TO 130,000 PER YEAR)
1- Direct Marketing.
2- Direct mail.
4- Sales Commission
6- Digital Marketing Channels
DIRECT CHANNEL SYSTEM IS OFTEN EXPENSIVE, IT LIMITS THE CUSTOMER A BUSINESS...
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