Critical analysis of communication and promotion mix

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Critical analysis of communication and promotion mix

Shimizu's 7Cs Compass Model Courtesy: The 7 Cs Compass Model is a framework in co-marketing symbiotic marketing. It has been criticized for being little more than the 4 Ps with different points of emphasis.

In particular, the 7 Cs inclusion of consumers in the marketing mix is criticized, since they are a target of marketing, while the other elements of the marketing mix are tactics.

The 7 Cs also include numerous strategies for product development, distribution, and pricing, while assuming that consumers want two-way communications with companies.

Critical analysis of communication and promotion mix

An alternative approach has been suggested in a book called 'Service 7' by Australian Author, Peter Bowman. Bowman suggests a values based approach to service marketing activities.

Bowman suggests implementing seven service marketing principles which include value, business development, reputation, customer service and service design.

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Service 7 has been widely distributed within Australia. Digital Marketing Mix[ edit ] Digital marketing mix is fundamentally the same as Marketing Mix, which is an adaptation of Product, Price, Place and Promotion into digital marketing aspect.

Through the form of digital, a product can be directly sent from manufacturers to customers. As a result, when a company is making strategy for Internet marketing, it is necessary to understand how to vary their products in the online environment. Here are some indications of adapt the product element on the Internet.

In this case, it particularly refers to the products that can be remodeled into digital forms including movies, music, books and other publishing etc.

Take Netflix as an example. The wide use of Internet has changed its form of products from selling and renting DVDs through retail stores into selling and renting video online. In order to gain market shares in the Internet, companies need to widen its product range.

For example, a psychological counseling could offer online consultation via video calls. Building the whole product: Apart from selling products online, Amazon. The Internet offers a low-cost and convenient way of making marketing researches, which is helpful for companies to find out what products or services do customers prefer.

Price Price concerns about the pricing policies or pricing models from a company. Due to the widely use of the Internet, many applications could be found in both consumer's and producer's perspective.

From consumers' side, the Internet enables people to make a comparison to a real-time prices before they make a consumption decision, which is time-saving and effort-saving for the consumers.

Besides, the Internet is more likely to ease the pressure on price because online-producers do not have to put budget on renting a physical store. Pricing strategies and tactics see also: Pricing Place With the application of the Internet, place is playing an increasingly important role in promoting consumption since the Internet and the physical channels become virtual.

Unlike the traditional marketing communication tools, tools in digital marketing aim at engaging audiences by putting advertisements and contents on the social media, including display ads, pay-per-click PPCsearch engine optimisation SEO etc.

Online PRenlarging good comments on one's products or services while reducing negative comments.The Marketing Mix is the set of decisions about price, communications and promotion, product policy, channels of distribution, and customer relationship. Communication and Promotion in Marketing Mix Explore BrainMass.

Understanding the target market's perception process is critical. Response --reaction of the receiver buy or not to buy, take next step down AIETA, go to the showroom etc. Feedback --response communicated back to the sender #s, increase in sales.

The aim of this report is to analysis and evaluation of communication and promotional mix in terms of marketing.

The Analysis of Apple Inc. Marketing Mix. | Kamal Lamido -

First of all, the report will focus on communication and promotional mix and how the University of Derby, Buxton communicate with students. Secondly, the author will define communication, promotional mix and marketing. A company’s total marketing communications mix,or promotion mix,consists of the specific blend of advertising, personal selling, sales promotion, and public rela- tions tools that the company uses to pursue its advertising and marketing objec-.

analysis of promotion mix as a tool of marketing communication Marketers have to understand the unique characteristics and the cost of each promotion tool in deciding the promotion mix.

Marketing Mix | Promotion in Four P's

Let us examine each of the major tools. Nov 03,  · Critical Review of Journal Articles on 4 ps of marketing mix Critical review of journal Article. In the present article, the researcher identified the importance of 4P’s of the marketing mix in the present marketing management paradigm/5(K).

Communication and Promotion in Marketing Mix