Chris Hackley (2013), Marketing in Context: Setting the Scene

From  Chris Hackley (2013), Marketing in Context: Setting the Scene book the selected chapter for revision is chapter two which holds the title marketing as communication.  The chapter was selected since from most studies it has been established that communication is the most important aspect of marketing as it helps in getting direction and determining the general outcomes (HACKLEY, 2013, 29).  The marketing is directly integrated.  The part that needs to be revised is demonstrating how marketing communication is can help in prioritizing the needs of the target population as well as achieving the desired aims by the particular business. This is because through the revision of this section and particularly the online marketing platforms the benefits and the barriers of effective communication engagement during marketing shall be identified fully (HACKLEY, 2013, 31).   This will set a much better ground for business marketing particularly in the modern society where globalization is highly taking over thus requiring better marketing communication strategies.

Hackley’s (2013), second chapter on marketing as communication offers an improved and well-structured understanding and knowledge of the influence and role of communication in marketing especially in the present-day society (BERGFELD, 2009, 3). This is an excellent chapter that raises the desire for the marketing communication to be more sensitive, creative and effective in delivering the intended information and satisfaction to the targeted populace in the quest of shaping the cultural context of the consumer. The market reality of marketing and consumption are well communicated in the chapter through covering all the necessary sections. However, there is a growing need to establish the integration between marketing and communication and why the two aspects cannot be separated (BERGFELD, 2009, 3).

Hackley through the use of a straightforward methodology clearly shows that for marketing communication is everything. According to BERGFELD, (2009, 3), maintaining in mind  the dynamic surrounding of the  business today marketers are  highly necessitated to  generate products that holds the general  capacity  of satisfying  the needs,  price, availability and wants of the products in an attractive manner  in ensuring that the target consumers  are well prioritized as the fundamental part of the business. However, this operation does not end at this particular point as the business is required to communicate with the target population about what they offer. Communication in this particular case can be described as the procedure through which messages are shared in gaining a desired conduct goal or direction.  The general responsibility of communication within a targeted market populace is referred to as marketing promotion.  A business can utilize different marketing promotion strategies which may include personal selling, advertising, public relations, direct marketing and sales promotion in order to attain the communication aims of the corporation (HACKLEY, 2010, 14).  In the recent previous two decades, there has been a tremendous transformation that has been experienced in promotion methods that are used by most businesses around the globe.  This is based on the fact that the daily living has been revolutionized by technology and thus marketing communication is not being exempted (HACKLEY, 2013, 32). It is thus important for corporations to understand that marketing and communication are directly linked and the particular sector is experiencing continuous change. Therefore for the corporations to attain success in the future, the marketing manager is highly required to use emerging novel communication strategies.

Marketing as communication is aimed at ensuring that consumers are well informed about the corporations offering.  This additionally implies that marketing communication must be done with the consumers in mind.  This means that the pricing needs, as well as the wants of the consumers, must be considered to ensure that they are attracted to what is being offered. This implies that marketing must be able to communicate the need of the consumers to acquire the services and brands that are being offered. Marketing communication must thus be objected at satisfying the general needs of the consumers through establishing ways to maintain them which may be achieved through good pricing as well as offering high-quality products to meet the needs of the consumers. This, therefore, implies that the most appropriate marketing communication is the one that does not solemnly prioritize of transforming the psychology of the consumers but the one that is objected at meeting all the cultural level requirements of the consumers.

Through meeting the requirements of the consumers, the target audience may not release that their buying decisions are highly being influenced through marketing communication (BERGFELD, 2009, 7). Marketing as a communication to most individuals can be interpreted to imply to different things by most individuals but most would definitely agree that marketing does not exist without communication (HACKLEY, 2013, 33).  Marketing communication can be described as the coordinated messages promotion that is achieved via a single or more channels which include radio, direct mail, radio as well as personal selling.

Despite the fact that there is no marketing without communication it is good to note that marketing communication is essential in defining the relationship of the corporation with the consumers (HACKLEY, 2010, 27). Communication in marketing acts as a predictive directive but at the end of it is important for the corporation to establish the autonomy as well as the unpredictability of consumers particularly in the modern society. Hackley would have noted that marketing communication is more of a strategic marketing approach rather than a mode of marketing mix promotion.  However, Hackley noted that products normally live in the consumer's mind not basically through their general experience of the particular service of brands being offered but also as a result of the long-term implications of communication (HACKLEY, 2010, 24).

According to Hackley, (2013), traditional strategies fail in getting the contemporary consumer complexity. Simple source and effect are no longer depended upon as a predictive direction for the consumers.  Figuring that communication in marketing is a magic point of getting into the minds of the consumers in order to ensure that they comply fully with the plans which can be termed as inadequate.  It would be have been good to note that communication that is utilized in marketing helps in building better relations between the business and the consumers.  This is the generation of managing and building associations with the administration and consumers thus increasing marketing communication effectiveness (KOEKEMOER, & BIRD, 2004, 16).

Based on KOEKEMOER, & BIRD, (2004, 16), marketing communications assists in describing the relationships in an organization with the consumers not solemnly based on the type of messages sharing but also through the media selection  and the occasion  in suiting the consumer's  preferences. Marketing communication works beyond the specific tools of promotion.  The packaging and pricing should be properly being communicated to the consumers (HACKLEY, 2013, 36). However, promotion is a primary operation of communication in order to achieve the desired effect.  This helps in identification of the target audience which helps the corporation in designing and managing the relationship with consumers over a certain time period.

Marketing communication can be described as a general subject area subset of marketing.  Marketing, in general, is comprised of a marketing mix that is comprised of the brand, promotion, place and price that involves individuals, physical justification and procedures during marketing services (KOEKEMOER, & BIRD, 2004, 18).  Marketing and communication are fully combined in making a full picture.  This implies that a single message is delivered by all the communications marketing. Marketing as communication is an essential and complex section of an organization’s marketing efforts. This can thus be an implication of all contents and the media that are utilized in marketing communication.

KLOPPER, (2006, 20), asserts that marketing communication is mainly based on two different objectives which are creating and sustenance of product and preference demand as well as shortening the cycle of sales. Generating product preference is mostly a longer period effort that is objected at the utilization of communication channels in assisting the organization in the target consumer. Hackley failed to mention that developing and positioning a product takes much time and necessitates a particular consistency and the depiction of the corporation’s commitment.  Developing preference and decreasing  the sales cycle  holds a direct impact on the consumer  market share as well as profitability thus generating value that is long-term. The ability of sales cycle to be reduced implies that channels and sales partners  in their identification efforts help in the development of engagement and consumer delivery (KLOPPER, 2006, 22).  The ability to understand consumers buying procedure generates critical visions in how the sales cycle can be shortened.  It is marketing communication focuses mainly on the generation in informing relevant information to consumers needs to acquire information.

Marketing communication is not solemnly utilized in reaching to the consumers alone but also in building a product as well as better relations with individuals.  This means that the objectives of marketing must be properly aligned with those or marketing which helps in attaining a well-balanced structure.  It is true that in general marketing is a communication platform. This is because marketing utilizes communication in achieving its objectives in general.  This in general means that communication plays a key role in the general marketing. Despite the continuing outlandish claims marketing as a platform of communication marketing can be considered as a lesser than consumer control science.  However, its general influence was profound as a force of a culture that is persuasive implicitly based on a cultural view.  The better that communication is fully understood the best that the marketing effectiveness can be.

Marketing as a platform of communication is a concept that emerged in the modern society in regard to the continuous product messaging across the marketing channels.  This concept was developed based on the objective of handling the businesses requirement of offering consumers more as compared to just average advertising (KLOPPER, 2006, 22).  These concepts state that consumers should be considered as the first priority of the business. This implies that through communication consumers should be exposed to the things that fit their needs, trends as well as preferences in which they establish to be more credible as well as attractiveness.  This can be considered as a revolutionary step since it helps in supporting the general marketing culture (KLOPPER, 2006, 22).  Communication can become a significant theory in marketing since technological advances have transformed how shareholders in business marketing associate.

Marketing used as a communication platform is a planning concept that evaluates and combines strategic functions of distinct communication discipline in gaining, accuracy, greater effect and consistency (KLOPPER, 2006, 24).  Communication is utilized in marketing is used in execution as well as planning how the stated objectives can best be gained.  Communication in marketing helps in designing and aligning different force aspects in the communication market. This helps in ensuring that the outcomes of marketing are positive since communication helps in sharing effective messages that consider all the needs and preferences of the consumers (HACKLEY, 2013, 42).  Communication in marketing is basically directed towards a particular goal thus developing better images for the corporation.  The mode in which consumers attain information as well as delivery is communication that in hidden in the procedure of marketing.  The form of content, as well as the message, should be directly linked to the requirements of the consumers.  Marketing as a communication platform helps in the determination of the most suitable channel for reaching to the consumers.

Marketing as a platform of communication can be considered as a business approach which is utilized in getting the maximum positive effect on the general operation of the business (DUHÉ, 2007, 291).  In usual nature, this can be considered as the general integration of distinct mix of promotion in the generation of seamless information about the consumer’s effect.  Marketing communication is utilized in the generation of a better brand image in the memory of the consumers in that consumers share the best mouth words to others.  DUHÉ, (2007, 291), asserts that marketing consumers prioritize on consumers that the greater value can thus be transferred to the consumer by an organization that is encouraged which helps in making better by attacking the general organizational performance.

According to GERBER, (2008, 53), marketing is a platform of communication that involves the general procedure of conveying ideas and sharing the general meaning amidst individuals and the organization.  Communication is a channel of distributing information. The function of communication within the space of marketing is an essential issue based on the theoretical as well as managerial points of perception.  Communication in the channel of marketing is a general procedure through which influential data is transferred to the target audience.  It is highly admitted by the existing research that in marketing communication plays a critical role in the functioning channel.  Communication has been conceptually connected to the structural as well as behavioral in the communication channel (GERBER, 2008, 53).

The best marketing communication strategies do on the consumer psychology thus operating on a cultural status. Marketing communications is a depiction of the brand’s components that can promote the sharing and building of information of the brand being offered (GERBER, 2008, 53).   Corporations utilize distinct tools in the promotion of the corporation services as well as the brand.  Marketing as a platform of communication generates a definite sense as it helps in creating a better relation between the consumers as well as the consumers.  The planning of marketing communication is an evaluation and combination of strategic.  Modern marketing communication is very distinct from the traditional form of marketing since it is more based on increasing the corporation’s efficiency and increasing the general competitive. Communication helps to create better relations through the provision of the actual points of understanding the want of the consumers as well as the needs (HACKLEY, 2013, 48).  This helps the organization in the provision of the consumer’s lifetime value.

In general, there is a positive effect of marketing communication in the general organization performance.  This helps in monitoring the performance of the organization via interactivity, marketing mission, approach consistency, evaluation and planning (GERBER, 2008, 53).  This helps in increasing the coordination and increasing the awareness of the brands. Marketing communication is a specialized function of communication that operated previously within the given autonomy degrees.  This, therefore, implies that if the entire organization fails in the integration of different communication channels.  This is, for instance, the concrete advertisements offering while this is meant to signal the transmission of messages.  This will generate the consumer’s ambiguity in understanding the general thing that the corporation is attempting convince (HACKLEY, 2013, 54).  Marketing communication is essential to the organization in building the brands identity and building stronger associations in the corporation’s reputation and the general image of the brand. 

In summary, revising the communication and marketing sector is an effective way of ensuring that better grounds for modern marketing are developed. In addition, this will help in ensuring that a better understanding of the marketing complexity that is mainly influenced by the changing trends in the market is attained. Thus most organizations can be able to opt for the best marketing communication strategies in attaining their proposed objectives.

 

 

 

 

 

 

 

 

 

 

 

            References

BERGFELD, M.-M. H. (2009). Global innovation leadership: the strategic development of worldwide innovation competence. Norderstedt, Books on Demand.

HACKLEY, C. E. (2010). Advertising and promotion: An integrated marketing communications approach. Los Angeles: SAGE.

HACKLEY, C. E. (2013). Marketing in context: setting the scene.  Palgrave Macmillan.

KLOPPER, H. B. (2006). Marketing: fresh perspectives. Cape Town, Pearson/Prentice Hall South Africa.

KOEKEMOER, L., & BIRD, S. (2004). Marketing communications. Lansdowne, South Africa, Juta Academic.

DUHÉ, S. C. (2007). New media and public relations. New York [u.a.], Lang.

GERBER, K. (2008). Marketing communication. Cape Town, Pearson Education South Africa.