Short answer test Essay Example | Topics and Well Written Essays - 250 words

Short answer test - Essay Example You have carefully chosen channel members to help get your product into the hands of customers. What kind of "value† would you want them to add to your marketing efforts and your customers? I would want them to create customer loyalty and retention. Each customer that walks away from the product is customer equity that goes missing. This will need to be done by tailoring products to meet customer needs. The communication process consists of the sender of the advertisement, the content of the advertisement, and the customer who receives the advertisement. Sometimes, feedback can also be considered part of the communication process because it helps to resolve weaknesses. The five tools are advertising, personal selling, sales promotion, public relations, and direct marketing. Advertising is used to reach customers through a medium of exchange. Personal selling is direct communication between an advertiser and a customer. Sales promotions add value to a product by offering incentives to purchase it. Public relations have to do with supporting causes that will make a firm look good. Direct marketing is about connecting with a customer in order to get a response. 5. One of the uses of public relations can be used for explaining problems your company is having with product shortages, executive embarrassment, product recalls, etc. How can you use Public Relations Pro-actively? Public relations campaigns are very easy to organize and are also very cheap to run. It helps to take the focus of problems that may be occurring in the business and focuses consumers’ attention on something that does not concern business operations. 6. Your Sunscreen sales are slow. You decide to add B2B sales representatives to your marketing efforts to convince retailers to buy and stock your product. Explain the kind of value you want them to add to your marketing efforts. The best type of value that can be added is to properly explain the products and its uses. This will