{"id":2946,"date":"2019-06-18T16:07:00","date_gmt":"2019-06-18T09:07:00","guid":{"rendered":"http:\/\/sinausethitik.com\/?p=2946"},"modified":"2022-03-16T16:59:50","modified_gmt":"2022-03-16T09:59:50","slug":"engaging-consumers-and-communicating-customer-value","status":"publish","type":"post","link":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/2019\/06\/18\/engaging-consumers-and-communicating-customer-value\/","title":{"rendered":"Engaging Consumers and Communicating Customer Value"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">The Promotion Mix <\/h2>\n\n\n\n<p>The promotion mix is the marketer\u2019s bag of tools for engaging and communicating with&nbsp; customers and other stakeholders. To deliver a clear and compelling message, each tool must be carefully coordinated under the concept of integrated marketing communications (IMC).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Advertising,<\/strong> <\/h3>\n\n\n\n<p>Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Sales promotion, <\/strong><\/h3>\n\n\n\n<p>Short-term incentives to encourage the purchase or sale of a product or service. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Personal selling, <\/strong><\/h3>\n\n\n\n<p>Personal customer interactions by the firm\u2019s sales force for the purpose of engaging customers, making sales, and building customer relationships. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Public relations (PR), <\/strong><\/h3>\n\n\n\n<p>Building good relations with the company\u2019s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Direct and digital marketing<\/strong>, <\/h3>\n\n\n\n<p>Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Integrated Marketing Communications<\/strong><\/h2>\n\n\n\n<p>Integrated marketing communications\u2014IMC\u2014is a really hot topic these days. No other area of marketing is changing so quickly and profoundly. <\/p>\n\n\n\n<p>A big part of the reason is the huge surge in customer engagement through digital media\u2014online, mobile, and social media marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Setting the Total Promotion Budget and Mix<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>The affordable method<\/strong>, Setting the promotion budget at the level management thinks the company can afford. <\/li><li><strong>The percentage-of-sales method<\/strong>, Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price <\/li><li><strong>The competitive-parity method<\/strong>, Setting the promotion budget to match competitors outlays. <\/li><li><strong>The objective-and-task method<\/strong>, Developing the promotion budget by (1)&nbsp;defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3)&nbsp;estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. <\/li><\/ul>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/drive.google.com\/file\/d\/1DJOv_JtBFdnVXbbEn4-fnQa_dGf5--DZ\/preview\" width=\"640\" height=\"480\"><\/iframe>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Manajemen Pemasaran Sesi 9\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/0TR1fmjKbI4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>The Promotion Mix The promotion mix is the marketer\u2019s bag of tools for engaging and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2949,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[123],"tags":[],"class_list":["post-2946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-manajemen-pemasaran"],"_links":{"self":[{"href":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/wp-json\/wp\/v2\/posts\/2946","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/wp-json\/wp\/v2\/comments?post=2946"}],"version-history":[{"count":2,"href":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/wp-json\/wp\/v2\/posts\/2946\/revisions"}],"predecessor-version":[{"id":3276,"href":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/wp-json\/wp\/v2\/posts\/2946\/revisions\/3276"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/wp-json\/wp\/v2\/media\/2949"}],"wp:attachment":[{"href":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/wp-json\/wp\/v2\/media?parent=2946"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/wp-json\/wp\/v2\/categories?post=2946"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/nscpolteksby.ac.id\/dosen\/eko-tjiptojuwono\/wp-json\/wp\/v2\/tags?post=2946"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}