4- bournemouth city college（4 -伯恩茅斯城市大学）（115页）.docVIP

Level 4.0 ADVANCED DIPLOMA IN MARKETING MANAGEMENT Module 13 MARKETING COMMUNICATIONS STRATEGYAdvanced Diploma in Marketing Management Content 1 MARKETING COMMUNICATION STRATEGY 3 The Marketing and Importance of Marketing Communication 3 The Marketing Mix 16 Integrated Marketing Communication 20 2 A THEORETICAL UNDERSTANDING OF MARKETING COMMUNICATIONS 24 Communication Theory 24 Types of Buying Situation 32 The Intervening variables 37 3 MANAGING THE MARKETING 39 Evaluating Marketing Communications Activities 39 Selecting The Message Source 64 Product Life-cycle Stage 73 4 SUCCESSFUL MARKETING STRATEGIES 74 Products and Services for Consumers 74 5 INTERNATIONAL MARKETING COMMUNICATION 82 Global Perspective 82 Personal Selling and Sales Management 89 6 WIDER ISSUE OF MARKETING COMMUNICATION 98 Legal Constraints 98 Cultural Diversity 100Module 13 Marketing Communications Strategy 1 Marketing Communication Strategy The Meaning and Importance of Marketing Communications Marketing depends heavily on an effective communication flow between the company and the consumer. Manufacturing a product and making it available on the market is only a part of the company job. It is equally important, or perhaps more important, to make it known to the consumer that the product is available in the market. In a competitive market, where several firms are striving to win over consumers, it is not enough if the availability of a product only is made known to consumers. It is also essential to propagate the distinctive features of the product. The process does not end here, ei