Effectiveness of Marketing Communication Strategies and Technologies Term Paper

Effectiveness of Marketing Communication Strategies and Technologies - Term Paper Example It is evident from the study that a well-designed and thoroughly crafted marketing communication strategy can provide a definite competitive advantage to an organization. If we look at the prevailing corporate scenario, we can conclude very amicably that there are numerous instances where a certain product failed because it was introduced in the market through an ineffective marketing strategy. The Russian automobile products are the classic examples in this regard. They fail in the market just because of their weak marketing communication strategies. It is very essential to understand the dynamics of a market in which the proposed marketing strategy is going to be launched. According to Joshi and Hanssens, marketing communication does not only contribute towards the maximization of organization’s profit but it also creates awareness among the masses regarding the choice of available products. So an effective market communication strategy can benefit the manufacturers as well as the consumers. Every marketing strategy should involve the meticulous comprehension and research regarding the internal and external environment. According to Jackie and Sudhir, the internal environment denotes the price, product, promotion and place (marketing mix). The external environment refers towards the evaluation of multifarious factors like market and competitor analysis. Some other factors like social, technological and economic conditions also fall in the domain of external environment study. Any successful marketing strategy should incorporate these aspects to achieve the optimum success. For an effective marketing campaign, correlation between the organization’s mission statement and its marketing communication strategy is also very significant. It is very interesting to see how a unidirectional approach of all the departments of an organization yields the maximum advantage to a certain organization. Service characteristics introduced by Lovelock and Wirtz (23 6-252, 2004): inseparability, intangibility, and heterogeneity are especially relevant when it comes to speaking about product positioning in terms of high-tech environment. Various conversation technologies: chat rooms, instant messages, that have become an indivisible part of a well-established service business owning a web-site are building communities among visitors thus contributing to establishment of inter-personal relationship and professional product positioning making customers come back to use this service over and over again. (Muhammad, 45-46, 1999) Incorporating technological solutions may deliver mechanisms that delight a customer. (Lovelock & Wirtz, 236-252, 2004). A service business must be maximizing its virtual ‘touch-point’ appeal, and must develop its virtual management tools (and metrics) set. Positioning concept is relatively new, it dates back only to the 70th, however, it has been significantly changed with the impact of technology. PR efforts ha ve always been an effective communication tool mainly due to the lack of control over what is printed. (Marken, 423-441, 1997) The new high tech era involves implementation of various technologies: pretty much everything from computer-telephony integration (CTI) to data warehousing and internet in order to stimulate the flow of information within and out of the organization. (Rosello, 96, 1997) The high-tech environment has taken place of uncontrolled press releases as means for successful PR programs, as internet is still far less controlled then the press.

Responsible Business Essay Example | Topics and Well Written Essays - 2000 words

Responsible Business - Essay Example Moreover, the discussion of this report will also evaluate the nature of ethical business and its importance as well as impact on business behaviour in society. In addition, the report intends to focus upon evaluating the role of government as an influencer or enabler in relation to practice business ethics within an organisation. The Aspects Constitutes Responsible Business ’Responsible Business’ can be stated as a perception where an organisation involves accountability in imposing significant impact in its different operational functions. It has been apparently observed that the organisations of different sizes employ as well as implement strategies with the intention of attaining their business objectives efficiently. In this similar context, an effective ethical consideration within the business environment assists the entrepreneurs to develop their business performances along with meeting the overall expectations of their stakeholders by a considerable level. A re sponsible business fundamentally aims to meet expected outcomes that generates from certain major programmes such as escalating awareness regarding any ethical issues, developing decision-making processes and lessening misconducts that prevail while performing different operational functions. Furthermore, a responsible business considerably focuses upon continuously developing the business performances by taking into concern its internal as well as external business environment. The organisations in the present day context are highly focused to conduct different environmental initiatives in order to improve their business performance that ultimately supports them to perform responsible business at large (International Trade Administration, n.d.). Business Ethics and Corporate Social Responsibility (CSR) In relation to identify the aspects that constitutes responsible business, it can be stated that the approach of ethical business and CSR are frequently implemented interchangeably. In this regard, the concept of ethical business constitutes code of moral standards and values that governs the behaviour of a person or group with regard to identify their different activities. Moreover, the perception of ethical business significantly emphasises upon balancing the business performances and the needs as well as the desires of the society where it performs its operational functions. It comprises certain moral guidelines along with principles that ensure to guide business operations as well as behavioural aspects of the organisational members in an efficient manner (Crane & Matten, 2004). In the context of CSR, it can be identified that the approach i.e. ethical business significantly involves different aspects of responsibility that include legal, economic, ethical as well as voluntary philanthropic activities both for the organisation and its operating societies. Contextually, it can be stated that the legal responsibilities of an ethical business are basically the laws and regulations that are followed while performing operational funct