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Marketing - Pavlenko AF, Vojchak A.V.

8. Marketing field of commerce

8.1. Сутність маркетингової політики комунікацій

Marketing polіtika komunіkatsіy - Tse complex zahodіv Yakimov koristuєtsya pіdpriєmstvo for іnformuvannya, perekonannya chi nagaduvannya spozhivacham about svoї Flea Chi Hotel. Often in the special literature, a block of marketing elements is called "promotion". Ales are far from the same.

Yakscho prosuvannya - unidirectional іnformatsіyny vpliv tovarovirobnika on spozhivacha then marketingovі komunіkatsії peredbachayut i zvorotny phone reception mіzh them. Zavdyaki such zvorotnomu zv'yazku pіdpriєmstvo otrimuє tsіnnu іnformatsіyu, yak daє Yomou mozhlivіst correctly orієntuvatisya in navkolishnomu BIZNES-seredovischі, vnositi vіdpovіdnі korektivi in ​​his dіyalnіst have to chislі stosovno іnstrumentіv i komunіkativnogo Act reasonably complex.

Marketing polіtika komunіkatsіy realіzuєtsya for Relief Process vіdpovіdnogo s bagatoh elementіv, rozmіschenih in pevnіy, logіchnіy poslіdovnostі (Fig. 41).

The main elements of this process are:

1. vіdpravnik (dzherelo Informácie) - pіdpriєmstvo, yak proponuє svoї Flea Chi Hotel i nadsilaє vіdpovіdnu іnformatsіyu about them, adresuyuchi її svoєmu tsіlovomu market analysis;
2. koduvannya - peretvorennya Informácie on zruchnu i zrozumіlu for spozhivacha, efektivnosti s Look zavdan komunіkatsії form;
3. Zvertannya - tse, one side, nabir symbol (sliv, zabrazhen, numbers), and the other - the moment of transferring to the market;
4. Sewage komnіnokatі - zasobi поширення інформації, concrete and ії носії;
5. Decoduction - rozshifruvannya zvertannya, if the symbol, yakі nadchodyat channels komunikatsії, nabuvayut in uyavlenni spozhivacha specific meaning;
6. Otrimuvach - spozhivach, to whom to pass on information about com chi to the servants of penitence;

Fig. 41. The process of marketing komunikatsiy

1. Ringtone reaction - vidguki spizhivachiv, їхні дії у відповідь на отримання і decduvannya zvernennya;
2. The ringing call is part of the ringing reaction, the yak is spread across the borders;
3. Pereskodi - mozvolі nezhazhі abo nevahhovany vtruchanya in the process of marketing komunikatsiy (yakist drukovanikh vidan, hour passed by radiodopodomlen, stavlennya spizivachich to advertisements, dviznach nist zvernen tochno).