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Explain what is the marketing mix essay
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According to (Jefkins 1982), the distinction between public relations and marketing is that, public relations activities are engaged in the “marketing mix” but it is not an aspect of “marketing mix”. Furthermore, “public relation’s” basic role is to communicate with the audiences with different ways and tactics (Jefkins 1982:19). Moreover, “public relations” interaction within the “marketing mix” is that the audiences are the main groups for public relations and being in a communication with them and collecting their feedbacks is an important aspect. One of the main objectives of “marketing” is to maintain the “marketing communication”. Advertising department has to identify the “target market”. Finally, advertising, marketing, public relations first aim is to satisfy the target market and improve the relations (Jefkins 1982:20).“Product policy,branding , pricing, packaging and distribution are the stages where advertising takes places in a marketing mix” (Jefkins 1982:168).
In addition to this, according to ( Scott 2007) the “new rules of marketing and public relations “consists of:
• The borders of “marketing” is not only limited with “advertising”
• The borders of “public relations” is not only limited with “mainstream media audience”
• “Marketing” aim has to be understanding the consumers needs and acting in the true moment with a suitable “marketing approach”
• Eliminating “propaganda”, reproducing “participation”
• Decreasing the usage of “mainstream marketing”, building “services via Web”
• The mentality to promote the organization success and the desired target group has to be “buyers on web” instead of the “ owners of the organization”.
• “Marketing and marketing tools” main aim has to be letting the “organization...
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... which is a part of the “public” is also a concern for “public relations advertising”. The way the manufacturers prepare their “advertisements” is crucial to inform the “merchants” about their work. ”Employees” in an organization is the bone of the future success of an “organization”, therefore improving the relationship with them with the different tools of “advertisement” is important. Consumers contribution to an “organization” have to get polished with the “advertisements” for both sides’ mutual benefit. To this end, “advertising” has an important affect in both “labor relations” and “public service”and this way they understand an “ organizations’ ” main aims (Canfield and Moore1973:160-161). In order for the organizations to work effectively, it has to consider the factors which surrounds it. (Gregory 1996:27). Organizations involving phases consists of:
Similar to news in its widespread marketing, publicity is another method in which people’s minds are reprogrammed, this time by the merchandisers. Publicity attempts to ingrain concepts and transmit political and commercial messages into the consumer’s minds, in an endeavor to make them buy specific goods. They do this by constantly exposing the people to the products through their repeated displayal on various mediums. Billboards and posters can be found on most highways, and in nearly all cities around the world. Consequently they push ideas at the consumer any time he/she travels on foot, by car, or even uses the public transport systems.
The marketing concept's ultimate goal in essence is to satisfy an organisation's clientele, while at the same time enabling the company to survive and prosper. It stresses consumer-orientation in all facets of a company's operation. It also emphasises adoption of a cross-functional perspective so that everyone within the organisation can have some impact on the organisation's success in both the profitability and at the consumer level. (Zikmund / D'Amico 2002)
A1) “How you act as a marketer on media, ensures how the public will react in marketplace”. This message has been aptly looked upon by Ford Motors, in successfully positioning their product ‘Ford Fiesta’ in the US Marketplace.
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
In his book titled, Promotional Culture: The Rise and Spread of Advertising, Public Relations, Marketing and Branding, Aeron Davis emphasizes the existence of promotional culture and its role in marketing socially and politically. He uses the example of public journalism and
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
The result indicate that public relation practitioners has play a key role in partnering with appropriate sponsors, understand and managing sponsor expectations, establish ongoing communication posts, institute a transgression preventing program, develop and managing the media relationship and environmental
Marketing is not a static construct, but it grows and develops over time to become what is known as marketing today. “The marketing revolution divides neatly into four separate eras’, eras’ which parallel rather closely the classic pattern of development in the marketing revolution.” (Keith, 1960). The first of these 4 eras was until the 1930’s and was production and profit orientated, and are considered to be outdated. During this era “the new product decision was product oriented not marketing orientated.” (Keith, 1960). “The second era was a sales oriented era, whereby marketing was seen as a series of activities designed to produce profit through ascertaining, creating, stimulating, and satisfying the needs/wants of a selected segment of the market.” (Eldridge, 1970, p. 4). The 3rd and 4th eras are a representation of what
Furthermore, a public relations career is much more closely grouped with media relations these days than journalism. In the book, Making it in Public Relations: An Insider’s Guide, it is said that Media relations is the most dominant function of public relations. Its basic role is the origination of press information and the handling of requests from the media about a specialist’s subjects and activities. After all, the main goal of specialists is to present a positive public image of their client to the public (Mogel). The possible types of clients and fields vary wildly from each other. Some specialists can work in public relations consulting firms and hold campaigns for many clients. Other specialists can work in the advertising departments of major brands and w...
The main goal of PR is to affect individuals or groups to help organizations reach more successful by building relationships with them through organization’s activities. PR people’s functions and key tasks can be varied. In simple terms, the role of public relations in an organization is immense and wide scope and it can be divided into the following categories:
A good definition of marketing is the process of the intermediary function between product development and sales. (Reddy ) The field of marketing entails taking a generic product or generic service (the product or services do not have to be “generic” they may be actually unique to the marketplace) and associating the generic product with a brand name (Petty 2001). Under this generic concept are the activities of advertising, public relations, media planning, sales strategy and so on.
Public relations is everywhere today. It is a practice that has become an important aspect of any business venture. Whether an organization is not for profit, for profit, or governmental, they still need and desire to communicate their purpose within the community and public relations allows this to happen. There are several publics in which the PR practitioner must correspond with and each requires a different means of communication. Internal publics are inside the organizations such as clerks, managers, and stockholders. "External publics are those not directly connected to the organization: the press, government, educators, customers, suppliers, and the community" (Seitel, 2004). Each public plays a key role in the PR of the organization. The many functions of PR can also be categorized based on what purpose they serve the organization.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.
The major objective of any company is to make profits. Marketing is responsible for identifying a company’s customers anticipating their needs and wants, satisfying theses needs while keeping the its major goal which maximizing profits