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
Question : It is generally acknowledged that there are 5 classical ways of segmenting consumer markets. In other words, the consumer population can be divided on the basis of

Question 1 Describe the phases in the evolution of retail market 2 What are the tasks handled by a project manager to effectively manage a project 3 What are the relevant

types of marketing planning that a business organization can adapt

What is the relationship marketing? Relationship Marketing: Increasingly, a key objective of marketing is to develop deep, lasting relationships along with all people or o

Explain about the Technology and Organizational Structure. Technology and Organizational Structure: Technology affects the Human Resource Structure as within the given wa

DIRECT MARKETING: Meaning: direct marketing (DM) is the process by which a firm approaches its customers on one to one basis and markets its products directly to them. In con

Question: The Association of Small & Medium Enterprises have sought for your views as Marketing Consultant. You have been asked to advise a small company about its product por

Explain the term -Personal selling You should have come across representatives of different companies knocking at your door and persuading you to buy their product. It's a d

Importance of Effective communication Effective communication is very important to organisations, which is why they use a variety of promotional tools. Advertising, sales promo