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Essay / Research Paper Abstract
This 10 page paper argues that the most important factor in the marketing mix is that of communication. Using a range of companies to illustrate the points raised the paper considers why and how communication plays such as important role in the consumer decision making process and how this may be used as a tool by companies that understand the importance of communication. Issues discussed also include the changing structure of the retail environment, increased competition due to fewer barriers to trade and the way communication may seek to influence the decision making process. The bibliography cites 10 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEcmunct.rtf
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Unformatted sample text from the term paper:
company will achieve. In the past marketing has played a limited role due to the patterns that were seen in business. As markets widened and consumers gained more information of
replacements and substitute products companies need to communicate and persuaded them to remain or try their product. Today the role of communication may be seen as the most important factor
in the marketing mix due to the reduction of barriers and the increase in the need to gain the consumer attention in the first place. The change may be reflected
in the evolving structure of the retail market. There was a time when if a specific product was required an individual would go to the relevant local shop and look
at the goods on the shelf to decide which product is the best. However, today there is a more complex model, the shops still exist, but there are also out
of town option as well as information and purchasing options provided by other forms of trade, such as e-commerce and the increasing use of mal order and television shopping channels.
Multi-channel distribution results in a plethora of option for the consumer and greater competition for the company. By considering the marketing is in terms of the 4 Ps; product,
placement, promotion and price, as part of the promotion communication is very important. The placement of the product, product itself and price may be irrelevant if demand has not been
stimulated and the customer doesnt know the product exists. Hence the importance of communication in the contemporary wide marketplace. The impact will depend on the product. There are certain
goods for which there will always be a demand and as such in general terms advertising may be seen to influence the distribution of the market rather than the actual
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