Marketing in Practice [Part One] MAC 226

Marketing in Practice [Part One]

 

Marketing Realities

 

Today marketing capabilities have been enhanced due to new media and digital technologies.

 

• Marketers can use the Internet as a powerful information and sales channel. The Internet augments marketers’ geographical reach to inform customers and promote products worldwide. A Web site can list products and services, history, business philosophy, job opportunities, and other information of interest.

 

• Marketers can collect fuller and richer information about markets, customers, prospects, and competitors. Marketers can conduct fresh marketing research by using the Internet to arrange focus groups, send out questionnaires, and gather primary data in several other ways.

 

• Marketers can tap into social media to amplify their brand message. Marketers can feed information and updates to consumers via blogs and other postings, support online communities, and create their own stops on the Internet superhighway.

 

• Marketers can facilitate and speed external communication among customers. Marketers can also create or benefit from online and offline “buzz” through brand advocates and user communities

 

• Marketers can reach consumers on the move with mobile marketing. Using GPS technology, marketers can pinpoint consumers’ exact location and send them messages.

 

• Companies can facilitate and speed up internal communication among their employees by using the Internet as a private intranet. Employees can query one another, seek advice, and download or upload needed information from and to the company’s main computer.

 

 

 

Marketing Channels

 

To reach a target market, the marketer uses three kinds of marketing channels.

 

Communication channels deliver and receive messages from target buyers and include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Beyond these, firms communicate through the look of their retail stores and Web sites and other media. Marketers are increasingly adding dialogue channels such as e-mail, blogs, and toll-free numbers to familiar monologue channels such as ads.

 

The marketer uses distribution channels to display, sell, or deliver the physical product or service(s) to the buyer or user. These channels may be direct via the Internet, mail, or mobile phone or telephone, or indirect with distributors, wholesalers, retailers, and agents as intermediaries.

 

To carry out transactions with potential buyers, the marketer also uses service channels that include warehouses, transportation companies, banks, and insurance companies.

 

 

 

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