MARKETING THEORY AND PRACTICE ASSIGNMENT BRIEF, THE PROMOTIONAL MIX

ABSTRACT
A successive marketing strategy should be able to adequately utilize the organization’s resources in adapting to the business environment in which it operates. Communication is a vital way of an organization to pass out its information and a platform for effective interaction with customers. In contemporary times, with the advancement in means of telecommunication, business organizations have within their reach plethora means of interacting with their customers and other stakeholders doing business with them. With the internet interface interactive tools, such as emails, messenger, VOIB, voicemail, internet phone call, multi-messaging, website hosting etc. all these portend vintage avenue for carrying out interactions with customers and the organization’s stakeholders.
Outside the internet, there are other means of interacting with an organization’s customers. These include through direct marketing, personal selling, advertisements, and sales promotions and public relations activities inter alia.The research study takes a look at marketing tools use in communicating and interacting with customers. While direct marketing is seen to be advantageous in the derivation of feedback from customers on the organization’s products and services, its disadvantage lies in the fact that it is not a tool for covering large and wide area in the dissemination of information to customers and the general public. Here advertisement adequately plays this role; as it covers wide area through mass media communication.


Number of Pages: 11
Numbers of References: 19
Price: $65
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