Four questions - short essay style Example | Topics and Well Written Essays - 1250 words

Four questions - short style - Essay Example IMC is meant to maintain a proper and coherent communication relation as one of the most important basic principles of IMC is to ensure ‘consistency’ in messages being communicated. IMC is not only a careful coordination of some or all promotional messages such as personal selling, advertisement, sales promotion, sponsorship etc, but also a very strategic tool to ensure consistency in each and every contacts between the firm its stakeholders including management, employees and customers. As some literatures noted, IMC’s philosophy advocates that there should be a proper coordination in messaging so as to ensure that IMC facilitate multiple messaging with a single voice (Shimp, 2008). Marketing communication is a process of exchanging facts, ideas, opinions, emotions etc about the brand or the firm that are important for the marketer to impact customers’ behaviour and attitudes. An important principle of IMC suggests that marketing communication should not only influence customers’ awareness about brand, but also should encourage them to respond to the desired action. If IMC’s specific goal is to improve word-of-mouth, the messages should be able to affect customers’ positive talk about the brand. Assessing what present and future customers want and need and what can satisfy them is a critically important requirement in marketing. A firm is not supposed to offer to its customers a product or service that it simply wants to produce or provide, but rather, it should see what its customers want now and in future and then to design and develop products or services accordingly. Marketing orientation is a process of organization-wide generation of market intelligence pertaining to current and future customers’ needs and wants. There are basically three dimensions in marketing orientation- They are:- For example, the marketer of a computer manufacturing firm needs to foresee