giannini mpr1e ch02

2-*Chapter 2Marketing Public Relations and theMarketing Communications Mix



2-*Chapter Objectives1. Explain the different variations of exchange and their relationship to Marketing Public Relations (MPR).2. List and explain the key elements in the marketing communications mix and explain how these elements work together with MPR.3. Explain the concept of positioning and MPRs role in shaping it.4. Describe and differentiate between the standard and MPR communications processes.5. Explain what a connector is and how connectors function in the MPR process.6. Explain the two types of MPR audiences and the importance of a firms relationships with them.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*ExchangeA transaction in which a person or organization trades a definite quantity of one substance for a definite quantity of anotherCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*Word-of-MouthInformation spread from person to person through the spoken or written word where the communication is personal, intentional, and concerns a productCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*Media MentionsThe spoken, written, or visual reference to a product presented through mass media or other incidence where one source has the attention of many people or organizationsCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*Integrated Marketing CommunicationThe concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products (p. 16)Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*Public RelationsThe function of building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events (p. 17)Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*Direct MarketingThe use of direct mail, the telephone, direct-response television, e-mail, the Internet, and other tools to communicate directly with carefully targeted individual consumers in an attempt to obtain an immediate response and to cultivate lasting customer relationships (p. 17)Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*Personal SellingPersonal presentation by a firms sales force for the purpose of making sales and building customer relationships (p. 17)Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*Positioning example: DonutsCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Where on this perceptual map would you place your favorite donuts?HotNotCakeyFluffy


2-*Positioning StatementA statement describing the way that the marketers intend consumers to perceive the product relative to its competitors

It should help answer these questions:What do consumers think of the product?How will consumers learn about the product?Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*Communication ProcessIn the Classic Communication Process the message reaches the receiver as intended by the sender.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

SenderMessageChannelReceiver


2-*NoiseAnything tangible or intangible that interferes with the transmission of a message from a sender to a receiver or with the comprehension of the message by the receiverCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*ConnectorsMedia, groups, or individuals who act as a channel for a marketing message resulting in media mentions or the creation of word-of-mouthCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*MPR Communication ProcessThe sender gives up control of the message.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

OrganizationMessageConnectorRevised MessageCustomer/PublicFeedback 1 (media)Feedback 2 (public)


2-*Concept Case 2.1: The Falcons LairMarketing Communications Mix 1. Cite some other ways The Falcons Lair might use MPR together with advertising and personal selling to help improve business.2. Find an example of a real company using MPR in conjunction with one of the other elements of the marketing mix and explain what you think the company is trying to accomplish.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*Concept Case 2.2: Falcons LairPositioning StatementFollowing is a possible positioning statement for The Falcons Lair:The Falcons Lair is a premiere hiking and camping store that serves everyone from the master climber to the youth hiker. Our products are a collection of the best hiking and camping equipment available, and our staff is experienced, knowledgeable, and helpful. Our customers rely on their relationship with us to make their time hiking and camping safe and enjoyable, and they know that personal service is part of every product we sell.

1. What are the strengths and weaknesses of this positioning statement?2. How could you improve it?Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-*Reflection Questions1. People commonly perceive a marketing exchange to be the trade of a good or service for money.List and describe other types of exchanges that do not include a good, a service, or money as part of the exchange. 2. Explain the five elements of the marketing communications mix. 3. Discuss how MPR is used in conjunction with the other elements of the marketing communications mix. 4. What is a positioning statement and how does it serve the marketer?5. Describe and differentiate between the standard communications process and the MPR communication process. 6. Explain what a connector is and list several examples. 7. For each of the following industries, list as many companies or products as you can, and discuss their positioning in their respective markets: a. Fast foodb. Automobilesc. Airlinesd. Soft drinkse. Coffee (retail, by the cup)Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


2-* Practice PortfolioList some non-MPR elements of the marketing communication mix that your practice company would most likely use. Identify any areas where the company could combine conventional marketing methods with MPR. Describe how the company could achieve that goal and discuss the benefits of doing so.

Write a positioning statement for your practice company, meeting all of the criteria described in the chapter.

List the likely connectors for your practice company and divide them into media, groups, and individuals. Name actual media outlets and groups whenever possible. You may need to generalize somewhat for individuals, but provide as much detail as you can.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


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giannini mpr1e ch02

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