For years, the term “campaign” has been used in connection with advertising, and this term applies equally well to the entire IMC program. Marketing communication is key to competing effectively, particularly in markets where competitors sell essentially the same product at the same price in the same outlets. Only through marketing communications may an organization find ways to appeal to certain segments, differentiate its product, and create enduring brand loyalty.
The total number of clicks recorded by the industry. In the US, trucking is a continual challenge for forest industry companies. There is an ongoing shortage of truck drivers as this graying workforce is not receiving sufficient replacement. Also, it is often the case that truck drivers can find more lucrative hauls than forest products. Deregulation of the US rail industry in 1980 through the Staggers Act created real changes in the transportation and distribution of forest products.
Identify specific boundaries within which you will do business. Targeting your market is simply defining who your primary customer will be. The market should be measurable, sufficiently large and reachable. We’ve all heard a business owner say, “My product is terrific! It appeals to everyone.” Many of us have also seen small businesses that try to be all things to all people. This is a difficult, if not impossible, bridge to cross. Marketers must determine how to get consumers’ attention and avoid as much interference and noise as possible.
Transportation – A product is almost always consumed in a different location than where it is produced. Because of bulk and weight, the cost of physically moving forest products is significant and can account for up to 30% of the sales price. When evaluating transportation options, a whole host of questions should be considered, the first of which is how the customer wants to receive the product. Technical development of the product and marketing planning – The product concept and the results of concept testing are used to develop a physical product.
Mail order marketing is a catalog of products that customers can order to receive in the mail. This form of direct marketing dates back over 100 years. Home shopping, online shopping and teleshopping now accompany it. With current technology mail order has improved.
In recent years, the component of IMC that has received the greatest increase in spending is A. Print advertising is very common among even the smallest forest industry companies, because placing ads in trade journals golden valley medical clinic targets specific industry sectors and is therefore both efficient and economical. An MDF or particleboard manufacturer might advertise in Surface & Panel which targets industries using high-end decorative panels.
If the price sensitive customer will buy with the coupon, the supplier has succeeded in lowering the price to that customer while maintaining it for other, less price-sensitive customers. Trade Discounts – A trade discount is given to channel members for the purpose of compensating them for services rendered. Services could include stocking the product or the actual sales function. Value-based pricing offers a marketer the highest possible level of price optimization. It demands detailed knowledge of the customer’s perception of the total product.