Customer Communication

 Customer may initiate

communication

 New electronic media enables

interactive communication
 Customer Communication
Customer initiates communication
with a search process

receiver

Source’s
message Search
NOISE

Message
topic channel
•Consumer decides how much info
to get

•Action/purchase may be
immediate

•Custom communications will be

more personalized
Promotion plans are blended and
integrated
•There is no right blend

•Get a push in the channel w/

promotion to middlemen

•Promotion to middlemen
emphasizes personal selling
•Push w/in a firm w/ promotion to
employees

•Pulling policy

•Promotion to final consumers

•Promotion to business customers

 Adoption Processes
•Promotion must vary for diff adopter
groups

•Innovators don’t mind taking some

risks

•Early adopters are often opinion

leaders
•Early majority group is deliberate

•Late majority is cautious

•Laggards or nonadopters hang on

tradition
 Promotion blends vary over the life
cycle
•Stage of product in its life cycle

•Market introduction stage “this new

idea is good”

•Market growth stage “our brand is

best”
•Market maturity stage “our brand s
better, really”

•Sales decline “let’s tell those who still

want our product”
Setting the promotion budget
•Size of budget affects promotion
efficiency and blend

•Find the task, budget for it

•Task method can lead to budgeting

without agony