Decisiones Sobre Comunicación en Marketing

Decisiones Sobre Comunicación en Marketing

• Naturaleza y fines de la comunicación en marketing: Product quality alone isn't enough to attract new customers; products need to be promoted to highlight their benefits and existence in the market. Promotion is communication, conveying information about the product or company to the consumer, aiming to stimulate demand.

• Communication Process: This process relies on a unified exchange of information between sender and receiver for effectiveness. Crucial elements include the sender (source), the message, the medium, and the receiver (target). Proper understanding is needed among these components for effective communication.

• The Sender (Source): The sender's credibility plays a crucial role; factors like expertise, influence, and trustworthiness are essential for their communication to resonate with the target audience.

• The Message: These messages can be direct or indirect, and their structure (content and style) should match the target audience. Messages are encoded into symbols like images, colours, and sounds. Language should be appropriate to the audience.

• The Medium (Channel): Includes personal means (e.g., salespeople) and impersonal channels (e.g., mass media). Personal channels, offering direct contact, are useful for small or focused groups, while impersonal channels offer wider reach for widespread audiences.

• The Receiver (Target): The intended recipient of the message, their interests and prior knowledge of the product or company affect the success of the communication. Importance rests on their ability to properly decode and interpret the message.

Communication Strategies

• Push Strategy: Focuses on motivating intermediaries (e.g., distributors) to highlight the product, encouraging them to carry and market it to potential buyers.

• Pull Strategy: Aims at stimulating end-consumer demand so they request the product from intermediaries, thereby ensuring a supply chain focused on satisfying consumer demand. Both strategies often work in tandem.

Public Relations

• Public Relations Definition: Activities focused on building and maintaining a positive brand image. This approach strives for beneficial community ties and favourable attitudes toward the product or company through various forms of communication.

Sales Promotion

• Sales Promotion Definition: Short-term activities that encourage immediate purchases or dealer cooperation. Used to boost sales quickly, these activities use various tools to motivate and encourage both consumers and intermediaries. Examples include discounts, coupons, samples, and displays.

Personal Selling

• Personal Selling Definition: Direct communication between a seller and a customer, aimed at persuading them to purchase a product. It focuses on tailoring the sales pitch to individual needs and concerns and can involve demonstrations, demonstrations, presentations, and follow-up care to finalize the deal.

Direct Marketing

• Direct Marketing Definition: Targeted communication aimed at prospective customers via diverse media. Email, telemarketing, brochures, and other approaches are commonly used to reach out to specific individuals with tailored information to promote products or services.

Este cuestionario aborda los aspectos clave de la comunicación en marketing, incluyendo su naturaleza y objetivos, así como el proceso de comunicación necesario para atraer clientes. Se exploran elementos esenciales como el emisor, el mensaje y su credibilidad, ofreciendo una visión completa de cómo promover productos de manera efectiva.