In Figure it can be seen how strategic business planning is composed of strategic marketing planning and (strategic) production planning. The same marketing strategies are directing both. In business planning of market oriented companies, marketing strategies are planned first and they are always a top management issue This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. It also proposes a definition for marketing strategy, the Prepare for a successful career in social media marketing or a related field with the unique emphasis found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E. Each chapter in this popular book includes a section on creating a personal brand, which is useful to current or future professionals at any stage of career development
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Marketing functions are those mechanisms or tools that paper on strategic marketing a company to carry out its strategies via its chosen marketing structures. For example, if a company is basing its competitive advantage on high quality products and service, the most important marketing functions might be product development and close contacts with customers. Marketing functions can be divided into those that are under the full control of marketing specialists, which are focused on communication contact functionsand those functions in which marketers only participate as part of a team product functions.
Here are some of the functions in both categories, which are covered in this chapter:. Because much of marketing is about communication and the basic concepts of communication are an essential component of many of the marketing functions, we begin the chapter by providing a brief overview of communication, and specifically discuss communication with respect to marketing. Communication and communication planning can best be understood through the use of a model Figure Planning marketing communication begins with the Integrated Model of Marketing Planning IMMPfrom which marketing planning targets are derived, and is then integrated with a general communication model.
We emphasize that paper on strategic marketing and executing marketing communication measures require special expertise. Communication is transmission of information by sending and receiving messages. Traditionally, the elements of communication have been considered to be:.
The last element suggests the fundamental issue of communication — what is its effect? How does communication influence knowledge or change opinions, attitudes or behavior? These are also the basic questions of marketing communication. For our purposes, the core is surrounded by certain elements of marketing planning IMMPand together, the figure contains the principles of marketing communication planning which will be discussed more thoroughly in this section.
Message — When a salesperson makes a phone call, or an advertisement is created, or an executive gives a presentation, paper on strategic marketing message is presented.
The message might be that a new product is launched, or that a special price is available, or that a product has a certain level of quality, or that a company has a responsible environmental policy. The message is the knowledge that the sender wants the receiver to gain. Throughout its communication activities, a company must exercise great care to communicate a cohesive and focused message. Conflicting messages will be unproductive at best and, at worst, will disrupt and weaken the image a company has worked paper on strategic marketing create.
Sender — We can think about the sender as the company, the salesperson, or the corporate executive. Sometimes distinguishing between sender and channel may be difficult.
When a company uses an expert to promote its products, the receiver may find it difficult to determine if the sender is that expert or the company behind the promotion campaign. We interpret the sender as the individual or organization that initiates the message.
Receiver — The receiver is the company, individual, institution, or stakeholder group to which the message is targeted. Channel — The medium through which the message is sent is the channel. On a basic level, the channel is either personal or non-personal. The division is sometimes referred to as natural and artificial. For instance, an advertisement might be in print form, on the radio, or online; all non-personal forms of communication.
A salesperson, however, might provide a verbal personal message face-to-face with a client or over the phone. Successful communication depends on choosing an appropriate channel that fits the needs of the receiver. Feedback — The model of communication planning provides for a feedback loop, with communication traveling in both directions. In some forms of marketing communication, there is little likelihood of direct feedback.
For example, an advertisement may not result in direct feedback, though an inquiry or product purchase would constitute indirect feedback.
Internet communication provides for easy feedback. Traditional communication paper on strategic marketing has paper on strategic marketing on identifying the circumstances under which communication can influence knowledge, opinions, attitudes and behavior. Example illustrates issues inherent in communication, according to a wide base of research.
Before designing the communication mix sender, message, channel and receiverthe communication planner must choose the basic approach or philosophy of influence. DeFleur presents two basic models of influence outlined in the figure: 1 Psycho-Dynamic Model and 2 Socio-Cultural Model.
Change in attitudes creates change in behavior. Principles of motivation, perception and learning theory are central when planning channels and messages that influence attitudes and behavior. The Psycho-Dynamic Model emphasizes the individual motivators of human behavior.
For example, by promoting wood as an environmentally friendly material, we present product comparisons to the customer, suggesting its renewability and other healthy aspects of wood. The communication attempts to create positive attitudes leading to corresponding behavior.
The Socio-Cultural Model emphasizes the social motivators of behavior. This model is based on the idea that cultural norms have effects on human behavior. When using the principles of the Socio-Cultural Model, the receiver of the message is made to believe that the behavior promoted is socially sanctioned.
For example, when promoting wood as an environmentally friendly material, we emphasize that modern societies take care of their environment and it is a good deed to use an environmentally friendly product that helps preserve the environment for future generations. Once the basic approach has been chosen, the communication planner must design the communication mix. Extensive research has been conducted to determine the basic concepts in using each of the elements of communication Secord and Backman Below are some examples regarding the sender, message, and receiver.
However, paper on strategic marketing, communication planning is an area of specialty that cannot be thoroughly covered in a marketing textbook. Sender — Effectiveness of the sender in persuasion depends on how the receiver perceives the expertise, reliability and intentions of the sender.
A person perceived as reliable or as an expert is more influential than a person without these characteristics. Among Central European consumers, environmental organizations ENGOs are a very important source of environmental information, most likely because consumers trust the intentions of ENGOs more than those of industry.
Message and Receiver — The message must fit the personality, intelligence, cognition, and attitude of the receiver. Communication research has carefully considered the following aspects of the message:. The effectiveness of both quantity and the use of one or many-sided information depends on the knowledge level of the receiver.
The lower the knowledge level, paper on strategic marketing, the less information should be used. The higher the knowledge level, paper on strategic marketing, the more information is needed, and this information should be many-sided. As to the order of information, results are better if positive arguments are presented paper on strategic marketing. Positive arguments reinforce positive attitudes that resist negative arguments, paper on strategic marketing.
Fear as an argument may cause fast behavioral changes, but fear-based arguments may backfire if targets react negatively to the message. With respect to how social structures can be employed when paper on strategic marketing communication, opinion leaders are often the targets of communication because of their role in disseminating information to others in their social groups. Marketing communication can be broadly defined as managing company information flows to the market, in the market, and from the market some of which is outside the control of the company.
A narrower definition might be that marketing communication is the communication effort designed to create demand or other market reactions, such as perceptions of company image which can have a long-lasting effect on future demand Example All companies attempt to portray a specific image to their customers.
For most people, these names instantly conjure up an image. This effort is called image creation or positioning, and both are important communication concepts. Sometimes companies stumble and the result can be very negative for their image. This strain on the reputation provided inroads for competitors. Similarly, if a spokesperson for a brand has personal problems, it can have a negative impact on brand image. Several sponsors dropped Tiger Woods as a spokesperson after his personal debacle in late When speaking about marketing communication, one should specify point of view because appropriate characteristics of channel and message depend on the objectives of the marketer sender and customer receiver.
The customer, paper on strategic marketing, in turn, is searching for information in order to make relevant product choices. It is important that the marketer realizes the possibility of conflict between the two views, and plans the communication portfolio accordingly. The planning situation of marketing communication can be analyzed through Figurewhich shows the connections between communication and marketing strategies and structures, paper on strategic marketing.
Marketing communication planning can be seen as having two stages:. Stage two is the task of an advertising agency that has knowledge and skills to plan and execute marketing communication campaigns. We detail the cooperation between the marketer and advertising agency later in this chapter. When a marketer begins to contemplate how marketing communication should be developed, the company has already settled on its marketing strategies and marketing structures.
From the marketing strategies especially products and core competencies flow communication objectives, paper on strategic marketing, which in turn influence the message. When customer strategies are identified, they in turn define the receiver shown in the model. Customers, by their unique characteristics, paper on strategic marketing, in turn define the possible channels. The model of marketing communication planning should be used to guide decisions integrating various aspects of the communications portfolio see section 6.
The marketing communication plan is a compatible combination of the concepts seen in the communication model. The success of the plan depends on how well the planner understands the various concepts of communication and their interdependence, paper on strategic marketing.
In the following section, we explore the paper on strategic marketing among the basic concepts of communication. A prerequisite to success in marketing communication is a receiver with a need. The receiver must be motivated to seek and use the information in the message — marketers should never assume the customer is a passive information receiver. It is useful to see the customer as an active information seeker, and the marketer as someone who can make finding beneficial information as easy as possible.
Communication efforts can be designed paper on strategic marketing pull or push a product to the consumer, paper on strategic marketing. By focusing its communication efforts on the final consumer, a company positions its products to be pulled through paper on strategic marketing marketing channel. For example, the Hardwood Manufacturers Association maintains the American Hardwood Information Center that focuses on final consumers.
A push strategy is more common among forest product companies; here, a company might focus its efforts on the members of the marketing channel and attempt to get those companies to push the product through to the final consumer. Communication efforts must be targeted toward individuals making decisions concerning purchases or end-uses of products. Alternatively, communication can be targeted toward others who influence those decisions.
In push tactics the intermediaries have a clear economic motive to promote the products. Experts and opinion paper on strategic marketing often have a direct influence on customer decisions.
The marketer must know where customers acquire information and on whom they rely.
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