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Lecture Takeaways

Understand promotions as a element ofmarketing and the rising importance of advertising

and promotion tools in a companys marketing

programme.Appreciate the concept of I!" its evolution and

significance in #ringing together individual

promotion tools.$ealise how various communication tools work

together in a coordinated manner to communicate

effectively.

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%

Lecture 1

arketing

$elationship arketing

arketing i&

'romotion !ommunication

(hy I!) $easons for *rowing Importance of I!

$ole of I! in +randing

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,

arketing

American arketing Association defines

In order to create Exchange that satisfy

individual and organisational o#-ectives

arketing

'lanning

&ecution

!onception

'ricing

'romotion

/istri#ution

Ideas

*oods

0ervices

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arketing involves various activities

Inbound marketing activities2arket $esearch

Outbound marketing activities

2Advertising and 'romotion

20ales

2'u#lic and edia $elations

2!ustomer service2!ustomer satisfaction

There is interdependenceof these activities.

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$elationship arketing

Today most marketers are seeking more than -ust onetime e&change or transaction with customers.

!ustomers desire superior customer value

2 4uality product and services2 !ompetitively priced

2 !onvenience to purchase

2 Timely delivery

2 &cellent customer service2 'ersonalised products and service

Mass Customisation2 !omputers" !lothing" !osmetics"

5ewelry.

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$elationship arketing cont7

It is often more cost effective to retain

customers than to acquire new one.

Lifetime Vaue of customers

!educing customer defections b" #ust $

percent can increase future profit b" asmuch as %& to '& percent.

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arketing i&

'roduct 'rice

'lace

'romotion2!om#ine these four elements into a marketing

programme to facilitate the potential of e&changewith customers in the market place.

2arketer must #e aware how each of these elementscan #e com#ined to provide effective marketing

programme.

2g9:failures ;elloggs cornflakes

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