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== Session 6 and 7 - Communication plan == | == Session 6 and 7 - Communication plan == | ||
'''Problem''': What does a communication plan involve? | '''Problem''': What does a communication plan involve? | ||
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* The '''[[w:promotional mix|promotional mix]]''' describes a blend of promotional variables chosen by marketers to help a firm reach its goals.<ref name=twsBoone> Contemporary Marketing 2011 (textbook), Louis Boone, David Kurtz, Cengage Learning, Jan 1, 2010, [http://books.google.com/books?id=R5rrSPNyUEgC&pg=PA500&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CC0Q6AEwAQ#v=onepage&q=%22promotional%20mix%22&f=false Elements of the promotional mix], Retrieved Aug. 26, 2014</ref><ref name=twsLamb> Essentials of Marketing, Charles Lamb, Joe Hair, Carl McDanie, Cengage Learning, Jan 1, 2011, [http://books.google.com/books?id=LcsIAAAAQBAJ&pg=PT542&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CDQQ6AEwAg#v=onepage&q=%22promotional%20mix%22&f=false Discuss the elements of the promotional mix], Retrieved Aug. 26, 2014, (see page 514+)</ref><ref name=twsMullin> Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work, Roddy Mullin, Kogan Page Publishers, Apr 3, 2010, [http://books.google.com/books?id=ZWCe0Z-xOjIC&pg=PA33&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGkQ6AEwCQ#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, (see page 30+)</ref><ref name="Harrell Book">{{cite book|last=Harrell|first=Gilbert D.|title=Marketing: Connecting with Customers|year=2008|publisher=Chicago Education Press|isbn=9780979830402|pages=286}}</ref><ref name=twsLongenecker> Small Business Management: Launching and Growing Entrepreneurial Ventures, Justin Longenecker, J. Petty, Leslie Palich, Frank Hoy, Cengage Learning, Sep 27, 2011, [http://books.google.com/books?id=ZXkJAAAAQBAJ&pg=PT524&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGEQ6AEwCA#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, "...how a business combines its promotional methods...blend of nonpersonal, personal, and special forms of communication aimed at a target market..."</ref> It has been identified as a subset of the [[w:marketing mix|marketing mix]].<ref name=twsBoone/> | * The '''[[w:promotional mix|promotional mix]]''' describes a blend of promotional variables chosen by marketers to help a firm reach its goals.<ref name=twsBoone> Contemporary Marketing 2011 (textbook), Louis Boone, David Kurtz, Cengage Learning, Jan 1, 2010, [http://books.google.com/books?id=R5rrSPNyUEgC&pg=PA500&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CC0Q6AEwAQ#v=onepage&q=%22promotional%20mix%22&f=false Elements of the promotional mix], Retrieved Aug. 26, 2014</ref><ref name=twsLamb> Essentials of Marketing, Charles Lamb, Joe Hair, Carl McDanie, Cengage Learning, Jan 1, 2011, [http://books.google.com/books?id=LcsIAAAAQBAJ&pg=PT542&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CDQQ6AEwAg#v=onepage&q=%22promotional%20mix%22&f=false Discuss the elements of the promotional mix], Retrieved Aug. 26, 2014, (see page 514+)</ref><ref name=twsMullin> Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work, Roddy Mullin, Kogan Page Publishers, Apr 3, 2010, [http://books.google.com/books?id=ZWCe0Z-xOjIC&pg=PA33&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGkQ6AEwCQ#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, (see page 30+)</ref><ref name="Harrell Book">{{cite book|last=Harrell|first=Gilbert D.|title=Marketing: Connecting with Customers|year=2008|publisher=Chicago Education Press|isbn=9780979830402|pages=286}}</ref><ref name=twsLongenecker> Small Business Management: Launching and Growing Entrepreneurial Ventures, Justin Longenecker, J. Petty, Leslie Palich, Frank Hoy, Cengage Learning, Sep 27, 2011, [http://books.google.com/books?id=ZXkJAAAAQBAJ&pg=PT524&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGEQ6AEwCA#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, "...how a business combines its promotional methods...blend of nonpersonal, personal, and special forms of communication aimed at a target market..."</ref> It has been identified as a subset of the [[w:marketing mix|marketing mix]].<ref name=twsBoone/> | ||
=== Different communication plan models === | === Different communication plan models === | ||
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An effective communicator gets his point across while maintaining a productive relationship with the other party. This is extremely important if you plan to run a small business. The way you communicate with your customers, employees and other stakeholders can have a significant effect on your company's overall success. Keep a few key concepts in mind as you measure whether you're communicating effectively. | An effective communicator gets his point across while maintaining a productive relationship with the other party. This is extremely important if you plan to run a small business. The way you communicate with your customers, employees and other stakeholders can have a significant effect on your company's overall success. Keep a few key concepts in mind as you measure whether you're communicating effectively. | ||
'''Step 1''' | '''Step 1''' | ||
* Conduct regular surveys of your employees and customers to determine if you're communicating effectively. [...] For example, | *Conduct regular surveys of your employees and customers to determine if you're communicating effectively. [...] For example, ask customers, "How did you learn about our latest product or service?" Ask employees, "Do your superiors and team members clearly communicate information to you?" Have them rate their replies on a one-to-five ( liekert ) scale. | ||
'''Step 2''' | '''Step 2''' | ||
* Post information online in blog format to better communicate with employees (intraoffice) and customers (public information). | * Post information online in blog format to better communicate with employees (intraoffice) and customers (public information). | ||
* Use a website tracking service to monitor visiting patterns and see how long visitors remain on your various website pages. | * Use a website tracking service to monitor visiting patterns and see how long visitors remain on your various website pages. ::**If you see visitors spend several minutes reading content and making positive comments, then you know your communication is effective. | ||
::** If you see visitors spend several minutes reading content and making positive comments, then you know your communication is effective. | ::**If they click away in a few seconds, that could mean you are not sufficiently capturing their attention and effectively delivering your message. | ||
::** If they click away in a few seconds, that could mean you are not sufficiently capturing their attention and effectively delivering your message. | |||
'''Step 3''' | '''Step 3''' | ||
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'''Step 4''' | '''Step 4''' | ||
Ask your employees to repeat verbal instructions back to you to see if they fully understand. You can simply ask each employee to send you an email summarizing your assignment and how they plan to get it done. <ref | Ask your employees to repeat verbal instructions back to you to see if they fully understand. You can simply ask each employee to send you an email summarizing your assignment and how they plan to get it done. <ref>http://smallbusiness.chron.com/measure-effective-communication-3180.html</ref> | ||
== Session 5 and 6 - Brand strategy == | == Session 5 and 6 - Brand strategy == |