Role of Marketing Communications

The marketing mix is composed of four components: product, distribution (place), promotion and price (Kontzer, 1995, p. 68). Product refers to the specific product or service that is being offered for sale, and is the foundation for the remainder of the marketing decisions. Even within a particular product category, decisions must be made about the exact characteristics that a product will have, and whether the company will market variations on its primary product. For example, companies that sell soft drinks must decide n

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ued by an organization, including internal communications that are not related to marketing activities at all. These organizations typically have a single communications department and are characterized by centralized control and strong staff functions. In these situations, marketing communications is merely one aspect of the responsibilities that the communications department has, and it accomplishes the marcomm functions in conjunction with the marketing department, but is not dedicated to the marcomm activities (Kruell, 1995, p. 231). Other companies take a decentralized approach and have communications functions performed by the department they are designed to serve, such as marcomm produced by the marketing department directly. This approach eliminates some of the bottlenecks associated with the centralized approach, but has the disadvantage of offering little control over the "look and feel" of material produced by different departments (Kruell, 1995, p. 232). Some companies are taking an approach which synthesizes these two extremes in which the marcomm group is essentially an internal agency (Kruell, 1995, p. 233). In these organizations, the communications function is held internally in a group that resembles a serv
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Approximate Word count = 1995
Approximate Pages = 8 (250 words per page)

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