Chapter 17 Summary

There is no doubt that marketing communications is the glue to the entire marketing system. Proper communications should let the marketing manager accomplish the following strategic goals: 1) create awareness, 2) build positive images, 3) identify prospects, 4) build channel relationships, and 5) retain customers.

In order to meet the above goals, the marketing manager must develop a communications process that allows the marketing manager to communicate accurate messages. It is imperative that the sender of the message encode the message so that the receiver can decode it as intended. If properly sent, the message should get the consumer’s attention, peak his/her interest, develop a desire for the product, and then cause the consumer to act by purchasing the product.

The marketing manager must be able to manage communication strategies which include planning, implementing and controlling. Planning involves setting communications objectives, selecting the communications mix (advertising, personal selling, sales promotion, and publicity), and setting budgets. Implementing and controlling strategy involve putting the strategies into action, evaluating the results, and changing strategies if called for. This entire management process becomes more complicated in a global environment due to different languages, varying cultures, legal restrictions, and technology variances.