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The power of the consumer ‘voice’ was vividly illustrated by the recent Monsanto fiasco. In addition, to these tools or methods of communication, there is a media, or a means by which marketing communications messages are conveyed. The domestic airlines would be a very good example. Sales promotions, for example, free sampling can often attract brand switchers, who are primarily looking for low price, good value, or premiums. Advertising can be used to build up a long-term image for the product (coca- cola ads; Mercedes-Benz car ads) or trigger quick sales (a Sears’s ad or when department stores like Debenhams and Selfridges advertise for a weekend sales). When the interaction between the firm and society generates competitive responses that are compatible with society’s long-term interests, the 4th C emerges. An important point to be noted is even if promotion mix is the organisation’s primary communication activity, the enitre marketing mix- promotion, product, price, place, process, people and physical evidence must be coordinated for greatest communication impact. The Institute for Public relations website is an excellent resource for additional material on the role of Public Relations in the marketing communication process. We mentioned customer conviction is more influensive by personal selling. Internet has opened many new possibilities. We first need to know the segmentation variables, which are: i. Descriptive – These include type of industry, geographic location, size etc. Company reputation is built over years but it just takes seconds to lose it because of unethical promotions or inability to deliver to your customers. This may require different strategic choices. Value Addition for Customers and Society: Communication, again, is not just with present and prospective customers but also with employees, vendors, related industries, other advanced factors like human resources including skilled and scientific resources and external environments. Personal selling involves two-way personal communication between sales people and individual customers- whether face to face, by telephone, through video conferences or by other means. Emerging or new wants, being different from current ones, are unlikely to be satisfied with present products or even their alternates. Share Your PPT File. Public relations are often described as a marketing stepchild because of its limited and scattered use. Such firms may be less exposed to the growing information and knowledge or may not be able to develop access to it. Speaking at the 2003 Business For Social Responsibility Annual Conference in Los Angeles, she said, "...by getting directly involved in sustainable development and education projects... we are actually inventing products that we never would have imagined otherwise. And finally, it's timely. Research by Howell, Henry, Chaldecott, Lury (HHCL) found that people who watch television regularly also practice various activities in front of their television sets, using them like a radio as background entertainment. Another example would be our automotive industry. Ethical issues are assuming greater importance on the marketing agenda, for consumers are no longer passive receivers of messages, but generators of their own messages. This tactic can be the basis of a winning strategy. Open communication with suppliers can give early access to new equipment, supplies and ideas that are critical for creating competitive advantage. A consequence of the global economy is the realization that we are all in this together.

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