MBA 745: Reflections on Module 2 Concepts

An integrated communication program is a good tool for promoting a plan, program, or product. Promotional tools, of which there are traditionally four, can be used within a integrated communicational program. What are these tools and how effective are any of them separately or collectively in strengthening marketing communications?

The four promotional tools include advertising, personal selling, public relations, and sales promotions. Each one has it’s individual strengths, but they work best collectively. By having an integrated marketing program, each aspect of the product promotion conveys the same message. Customers are not confused about the product they are purchasing.

Should one of the intended objectives of a marketing communication program be effective word of mouth promotion? If so, how? If not, why?

Word of mouth continues to be one of the strongest methods of advertising. People always trust the word of a respected friend over that of a television commercial or advertisement of some type. The company needs to constantly convey the same message about their product so that word of mouth. Some companies will actually hire people to give word of mouth testimonies, visiting places such as internet message boards to give their “plug” for the product.

Is there a danger in a mature organization such as Hopkins Printing in using one type of system for its knowledge management needs? Why or why not?

It depends… if the knowledge management system uses standardized open formats, it may be able to interact with many other systems. If this is the case, then one tool can be successful in managing data and information. If the system is a legacy and proprietary system, then it may limit the growth potential of the business.

What significant use would knowledge management provide during the Mature stage of the lifecycle of an organization?

It is very important to have a constant eye on the customer. Regularly reviewing their wants and needs so that the business can adapt to meet them is important. Knowledge management tools can assist the business in reviewing these purchase patterns and creating products necessary for the customer.

August 26, 2007 | Filed Under MBA 745 

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