Marketing communication: principles and practice



Download 1,37 Mb.
Pdf ko'rish
bet94/376
Sana20.06.2022
Hajmi1,37 Mb.
#679077
1   ...   90   91   92   93   94   95   96   97   ...   376
Bog'liq
73 Marketing communication principles and practice Richard J Varey

83
Table 4.2
Impact of relationship characteristics on interactions
Nature of 
Nature of interaction
relationship
Relative 
Mode
Subject
Form
frequency
Form
Market
Lower
Monologue
Behaviour
Formal
Relational
Higher
Dialogue
Beliefs and attitudes
Informal
Climate
Supportive
Higher
Dialogue
Beliefs and attitudes
Informal
Unsupportive
Lower
Monologue
Behaviour
Informal
Relative power
Asymmetrical
Lower
Monologue
Beliefs and attitudes
Informal
Symmetrical
Higher
Dialogue
Beliefs and attitudes
Informal
Source
: Based on Mohr and Nevin, 1990
Involved
Support
Appreciate
Aware
Committed
Figure 4.8
Levels of a relationship


it is the recognition that two people can each be a marketer seeking his or
her progression from the other that advances a social (communication)
orientation to the management of marketing communication.
Fill (1999) provides an interesting and comprehensive account of the role
and nature of marketing communication. But even this well-written and
attractive 656-page textbook provides an incomplete picture of the marketing
communication task. Fill offers a simple acronym (DRIP) for remembering
the uses of marketing communication:

differentiating
: trying to exclude competing products from consumer
decision-making by making your own more attractive and a closer match
to their needs

reminding
: trying to ensure that when options for consumption are being
assessed, your product is included

informing
: providing data into the consumer’s mindful and appreciative
thought processes to ensure that your product is considered as an attractive
option in consumption

persuading
: effort to induce desired favourable behaviour from the
consumer.
This is, however, only the expressive part of the task. To accomplish efficient
and effective generation, the corporation must also ensure that at least some
of its members attend to the problem of impression. Decision-making on
what to do and how in the productive processes of the business enterprise
must receive inputs that take into account the marketing environment:
customers’ recognized needs, competitors’ offerings, technologies, social
values, and so on.
The emphasis should be balanced between asking and telling, but will
depend on the attitude of managers and workers towards people and task
achievement. Possible orientations are:


Download 1,37 Mb.

Do'stlaringiz bilan baham:
1   ...   90   91   92   93   94   95   96   97   ...   376




Ma'lumotlar bazasi mualliflik huquqi bilan himoyalangan ©hozir.org 2024
ma'muriyatiga murojaat qiling

kiriting | ro'yxatdan o'tish
    Bosh sahifa
юртда тантана
Боғда битган
Бугун юртда
Эшитганлар жилманглар
Эшитмадим деманглар
битган бодомлар
Yangiariq tumani
qitish marakazi
Raqamli texnologiyalar
ilishida muhokamadan
tasdiqqa tavsiya
tavsiya etilgan
iqtisodiyot kafedrasi
steiermarkischen landesregierung
asarlaringizni yuboring
o'zingizning asarlaringizni
Iltimos faqat
faqat o'zingizning
steierm rkischen
landesregierung fachabteilung
rkischen landesregierung
hamshira loyihasi
loyihasi mavsum
faolyatining oqibatlari
asosiy adabiyotlar
fakulteti ahborot
ahborot havfsizligi
havfsizligi kafedrasi
fanidan bo’yicha
fakulteti iqtisodiyot
boshqaruv fakulteti
chiqarishda boshqaruv
ishlab chiqarishda
iqtisodiyot fakultet
multiservis tarmoqlari
fanidan asosiy
Uzbek fanidan
mavzulari potok
asosidagi multiservis
'aliyyil a'ziym
billahil 'aliyyil
illaa billahil
quvvata illaa
falah' deganida
Kompyuter savodxonligi
bo’yicha mustaqil
'alal falah'
Hayya 'alal
'alas soloh
Hayya 'alas
mavsum boyicha


yuklab olish