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Unformatted text preview: sage The 3 Basic Objectives of The 3 Basic Objectives of Promotion To inform To persuade To remind So that an increase in price doesn’t reduce quantity sold as well
as for any given price, more are sold. Promotion seeks to shift the demand curve
Price To the
Price Quantity Both to the
inelastic Price Quantity Quantity How does the How does the communications process work? any distraction that reduces the effectiveness of the communication process the sender of a The source deciding what to to be credible) words/symbols that convey the same meaning to the receiver Communication process
message (needs say and translating it into NOISE Noise Source Encoding Methods of delivering the message Message
noise Customer initiates communication w/ search for
info in some message channel on
some topic where the source’s message
is then received by the customer (receiver) Receiver translating
the message back
From the words/symbols Potential customer Receiver Decoding Fields of experience Channel of Source Encode Message
d Receiver Common frame of reference
Noise International aspects of International aspects of marketing communications • Difficulties in designing an effective marketing • •
• communications program
– Will the same benefits be sought by different consumers?
– Can the types of messages used in the domestic market be effectively used elsewhere?
– Same segment of consumers around the world
– Standardised approach to marketing communications
Tailoring to meet the needs of the target markets
Internet opportunities Miscommunications………
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This note was uploaded on 09/22/2012 for the course SCHOOL OF MARK101 taught by Professor Michelrod during the Spring '07 term at Victoria Wellington.
- Spring '07