Illustrate the main roles of communication, Marketing Management

Illustrate the main roles of communication

At a fundamental level, communication can assume one of four main roles:

1.  It can inform and make potential customers aware of an organisation's offering.

2. Communication may attempt to persuade current and potential customers of desirability of entering into an exchange relationship.

3.  Communication can also be used to reinforce experiences. This may take form of reminding people of a need they might have or of reminding them of benefits of past transactions with a view to convincing them that they must enter into a similar exchange. Additionally, it's possible to provide reassurance or comfort either immediately before an exchange or, more commonly, post-purchase. This is significant, as it helps to retain current customers and improve profitability. This technique to business is much more cost-effective than constantly striving to lure new customers.

4.  Marketing communications can behave as a differentiator, specifically in markets where there is little to separate competing products and brands. Mineral water products, like Perrier and Highland Spring, are largely similar: it's the communications surrounding the products that have created various brand images, enabling consumers to make purchasing decisions. In these cases images created by marketing communications disassociate one brand from another and position them so that consumers' purchasing confidence and positive attitudes are developed. Hence communication can inform, persuade, reinforce and build images to delineate a product or service


Posted Date: 9/18/2013 5:20:23 AM | Location : United States

Related Discussions:- Illustrate the main roles of communication, Assignment Help, Ask Question on Illustrate the main roles of communication, Get Answer, Expert's Help, Illustrate the main roles of communication Discussions

Write discussion on Illustrate the main roles of communication
Your posts are moderated
Related Questions
considering the concept of product life cycle where would you put video games in their life cycle

Give an overview about corporate orientation to marketplace. Marketing is the deliverance of satisfaction at a profit. This is a social and managerial procedure whereby indi

QUESTION (a) "The role of the Marketing Manager in the strategic marketing planning process is critical." Discuss this statement by giving suitable examples where appropriate.

factors which decide the broad area of scientific activity

Question 1: You work in a travel agency. Recently published market research has revealed the existence of a variety of different types of customer who book package holiday.

State the term- Public Relations Public relations is 'the art and social science of analysing trends, predicting their consequences, counselling organisations' leadership and

Question: (a) Explain the purpose of internal marketing. (b) Identify the three levels organizational culture and discuss the importance organizational culture for successf

Test Marketing The  seventh  step  is  test  marketing that  is the  stage  at  which  the  manufacture  and  marketing programs are introduced into more accurate marketing se

U-Build-It Hardware Company is a chain of five stores selling hardware products in a Midwestern State. It offers a full range of hardware and gardening products, ranging from hand

Discuss the factors that need to be considered when developing an international marketing communication campaign