PAZARLAMA YÖNETİMİ - Deneme Sınavı - 7

Value chain is an “interdependent system or network of activities, connected by linkages”, thus supporting the analysis of internal environment of a company.

The message’s sender and the message’s receiver are the two major parties or sides of the process. The message and the media are the tools used in the communication process. The other elements are encoding, decoding, response, feedback and noise. That is; sender, receiver, encoding, decoding, message, media, response, feedback and noise are the elements of the communication process.

The process of putting thoughts into symbolic forms is called as encoding. The shampoo’s newspaper advertisement may just show shining black hair and a few words. By these words and pictures, the marketer wants to give the message it intends.

Out of the many responses of the receiver, some part of these responses are communicated back to the sender. These types of responses are called as feedback. Response and feedback are not the same terms. The part of the response that is communicated back to the message source is called a feedback.

Although we accept that implicit communication occurs through the various elements of the marketing mix, most of an organization’s communications with the marketplace take place as part of a carefully planned and controlled promotional program. The basic tools used to accomplish an organization’s communication objectives are often called as the promotional mix.

Promotional tools are designed for accomplishing specific marketing communication objectives. Not only the promotional tools, but also other marketing mix variables also send messages to consumers.

Integrated marketing communication concept emphasizes the need for carefully integrating its communication channels to deliver a clear, consistent and compelling message about the organization and its brands.

Advertising performs Informing, Influencing and Reminding functions in the marketing communication mix.

Advertising has two main decision areas that are very important for an advertising to be effective. These decisions are about the message strategy and media strategy. We know that for a message to be communicated successfully, it should be meaningful to the recipient. Messages need to be targeted at the right audience, be capable of gaining attention, and be understandable, relevant and acceptable. Advertisers use emotional or rational appeals to create message content.

There are various ways to present a message each using a different style, tone, words and format. One of the popular message execution styles is Slice of life. In these advertisements “typical” people use a product in a normal setting. An old couple may be shown sitting in their armchairs and drinking Turkish coffee while having a conversation as a daily routine.

There are two different promotion strategies as push promotion and pull promotion In the push strategy, promotional efforts are directed to sales force and intermediaries like the retailers. Pull strategy, on the other hand, aims to create a demand on consumers by directing promotional efforts (sales promotions, advertisements, and etc.) mainly to consumers. If the consumers want the product, the retailers will be willing to sell this product. In other words, creating a high customer demand by the use of this promotional strategy will pull the promoted product through the trade channels. There are several factors to consider in setting the right communication mix.

Culture: Culture is a system of behavioural norms and shared values passing from generation to generation in an organisation or in a system. If companies are not aware of the change in socio-cultural values, it is impossible for them to survive in the long term.

Power is potential influence, or the ability to influence others’ behaviour or the course of events.

Outsourcing means using another firm for the manufacture of needed components or products or delivery of a service.

Key account manager manages the team of special personnel and/or performance of special activities directed at an organisation’s most important customers.

Functional marketing organisation has the advantage of simplicity of organizational levels to reduce hierarchy. On the other hand, it has the difficulty of creating an effective communication environment among the responsible people.

Responsibilities of a product or a brand manager is given below:

Market management organisation is an organisation which serves for different markets and user groups with distinct buying preferences and practises.

Marketing Implementation emphasizes the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives.

The definition of control is: “the process of taking measures to match the actual results and the planned results”. It is difficult to decide whether the goals and objectives are achieved effectively and efficiently without control.

In the broad definition of control, there are two kinds of controls: 1) Formal controls and 2) Informal controls. Formal controls are written and influence the employees and groups behaviours in a supportive way according to marketing objectives. Informal controls are unwritten and worker initiated mechanism that influences the individuals or groups behaviours in marketing units. Informal controls are not supportive like formal ones.