Relation to text This slide relates to material found on pp. 7-8 of the text. Summary Overview This slide presents the revised definition of Marketing developed by the American Marketing Association in 2004. This new definition views marketing as being more strategic in nature as well as more reflective of the role it plays in the functioning of an organization. Use of this slide This slide can be used to discuss the new definition of Marketing developed by the AMA. It also shows the some of the key aspects of marketing which include creating, communicating and delivering value, the focus on customer relationships, using mass customization to deliver products and services in response to specific customer needs, and customer relationship management (CRM) which involves the systematic tracking of customers’ preference and behavior and adjusting the marketing program to meet their needs.
Relation to text This slide relates to material on pp. 9-10 of the text. Summary Overview This slide shows a print ad for a Mont Blanc watch. Mont Blanc uses a classical design and a distinctive brand name as well as a high price to position its watches as high-quality, high-status time pieces. The upscale image is enhanced by the company’s strategy of distributing its products only though boutiques, jewelry stores, and other exclusive retail shops. Mont Blanc’s distinctive image is a result of coordination of all of the marketing mix elements. Use of this slide This slide can be used to show how Mont Blanc uses a variety of marketing mix elements including price, product design, brand name, and distribution strategy to create a high-quality, upscale image for its time pieces.
Relation to text This slide relates to material on page 17-23 and Figure 1-2. Summary Overview The promotional mix is the basic tools used to accomplish an organization’s communication objectives. These tools include: Advertising – any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor Direct marketing – communication directly with target customers to generate a response and/or transaction Interactive/Internet marketing – communication through interactive media such as the Internet, CD-ROMS and kiosks. Sales promotion – marketing activities that provide extra value or incentives to sales force, distributors, or consumers to stimulate immediate sales Publicity/Public Relations – Publicity is a form of non-personal communication not directly paid for or run under identified sponsorship. Public relations is a management function which executes programs of action to earn public understanding and acceptance an enhance the image of the company. Personal Selling – person-to-person communication between a seller and buyer Use of this slide This slide can be used to introduce and define the various elements of the promotional mix.
Relation to text This slide relates to material on pp. 9-11 of the text. Summary Overview This slide shows the traditional approach to advertising and promotion where many of the marketing and promotional functions were planned and managed separately with different budgets, different views of the market, and different goals and objectives. Many of the marketing activities such as package design, sales promotion, and direct marketing services were viewed as ancillary services and handled on a project basis rather than integrating them into the IMC program. Use of this slide This slide can be used to show the traditional approach to marketing communications that lacks coordination and consistency. The disconnected puzzle pieces are designed to demonstrate how traditional approaches to marketing communications often viewed the various IMC tools as separate pieces of the puzzle rather than having them all work together.
Relation to text This slide relates to material on pp. 9-11 of the text which discusses the contemporary approach to integrated marketing communications. Summary Overview This slide shows the contemporary approach to advertising and promotion which is referred to as Integrated Marketing Communications. This approach seeks to have all of a company’s marketing and promotional activities project a consistent, unified image in the marketplace. It calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning Use of this slide This slide can be used to show the contemporary approach to marketing communications that includes coordination and consistency. The connected puzzle pieces are designed to demonstrate how the various IMC tools are coordinated with media advertising and work together in a seamless fashion to create an effective communications program.
Relation To Text This slide relates to the material on p. 11 of the text, which discusses the evolution of IMC. Summary Overview This slide shows the new definition of IMC developed by Don Schultz of Northwestern University who is one of the leading IMC scholars. The three major aspects of this new definition of IMC are shown in the next slide. Use of this slide This slide can be used to present the new definition of IMC developed by Schultz. You might compare this new definition to the original definition of IMC developed by the American Association of Advertising Agencies, which is shown on p. 10.
Relation to text This slide relates to pp. 11-14 and IMC Perspective 1-1 in text. Summary Overview There are several important aspects of the definition of IMC: Recognized as a business process – rather than just tactical integration of various communication activities. Importance of relevant audiences – externally these include customers, prospects, suppliers, investors, interest groups, and the general public. Employees are an example of an internal audience. Demand for accountability – increased emphasis on the outcomes of marketing communication programs. Use of this slide This slide can be used to help students understand that IMC involves more than just coordinating the various elements of a marketing and communications program into a “one look, one voice” approach.
Marketing Communications <ul><li>Is part of the marketing mix, includes all the means by which a company communicates directly with present & potential customers. </li></ul><ul><li>The process of presenting an integrated set of stimuli to a target with the intent of evoking a desired set of responses within the target market & setting a channel to receive, interpret & act upon messages & identifying new communication opportunities. </li></ul>
Importance of Marketing Communications <ul><li>not only informs, but is also used to differentiate the seller’s products/services </li></ul><ul><li>may also be effective in affecting the price elasticity of demand (non price competition) </li></ul><ul><li>Prerequisite of Marketing Communication </li></ul><ul><li>the marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and image </li></ul>
Posisi Komunikasi dalam Bauran Pemasaran Four of P’s Four of C’s Product Customer Solutions Price Customer Cost Place Convenience Promotion Communications
The Communications Process <ul><li>communications requires a channel, with a sender and a receiver, to handle the message </li></ul><ul><li>a message is first encoded by the sender </li></ul><ul><li>the communications channel is then used to deliver the message to the sender </li></ul><ul><li>the receiver decodes the message, based on his or her frame of reference and experience </li></ul><ul><li>may be a need for a response and feedback </li></ul><ul><li>the process can be interrupted by noise </li></ul>
The Process NOISE Competing ads, other distractions MESSAGE CHANNEL Select the media or other vehicle to carry the message ENCODING THE MESSAGE Create an ad, display, or sales presentation MESSAGE AS INTENDED A promotional idea in marketer’s mind FEEDBACK Impact measured using research, sales, or another measure RESPONSE Ranges from simple awareness to purchase DECODING THE MESSAGE Receiver compares message to frame of reference MESSAGE AS RECEIVED Knowledge, beliefs, or feelings of receiver changed
Konsep KPT (IMC) menurut The American Marketing Association <ul><li>Integrated Marketing Communication is “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” </li></ul>
Konsep KPT (IMC) - 1 <ul><li>Integrated Marketing Communication adalah konsep perencanaan marketing komunikasi yang melibatkan semua bentuk komunikasi untuk mempengaruhi konsumen sehingga bisa mendapatkan efek komunikasi jauh lebih besar. Bentuk komunikasi itu meliputi iklan, PR, jaringan distribusi, sales promotion , direct marketing , komunikasi on-line , CRM dan bentuk bentuk marketing komunikasi lainnya yang terus berkembang seiring dengan semakin berkembangnya ilmu ini. </li></ul>
Konsep KPT (IMC) - 2 <ul><li>Disini terlihat bahwa iklan merupakan salah satu elemen yang ikut menentukan sukses atau tidaknya marketing komunikasi sebuah brand/produk. Dalam konsep IMC, keberhasilan tidak bisa di klaim sebagai buah kerja keras salah satu bentuk komunikasi saja melainkan kerja keras dari semua elemen karena masing masing elemen memiliki tugas yang berbeda. </li></ul>
Fungsi Aplikasi KPT <ul><li>misalnya seorang klien akan meluncurkan produk A. Tugas iklan adalah membuat publik menyadari kehadiran produk A ( awareness ). Setelah publik sadar, tugas dilanjutkan oleh tim Distribusi, Sales Promotion dan Direct Marketing untuk semakin menggenjot penjualan langsung di pasar. Setelah publik mengkonsumsi produk tersebut, harus dilakukan upaya untuk memelihara loyalitas. Disinilah fungsi CRM yang dengan kreatifitas dan pemahaman consumer insight nya memelihara loyalitas konsumen dengan pengadaan program yang sifatnya massal maupun pendekatan lain yang lebih personal. Efek dari semua kegiatan tersebut adalah meningkatnya sales secara signifikan. </li></ul>
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