Marketing Communications (Marcomm)

Marketing Communications (Marcomm)

Marketing and Communication is the most important thing in a company because of the good communication, then all work procedures will be resolved properly, including the process Marketingdalam the company. Here is the notion Marketing Communications, according to experts.

Marketing or Marketing in Indonesian is a part that is no less important in a company. According to one of the world's leading experts in the field of Marketing, Philip Kotler in his book Marketing Management Millenium Edition Marketing express understanding that divided into two terms of socially and managerially:

Social marketing is a social process in which individuals and groups obtain what they need and want by creating, offering and freely exchanging products of value with others.

To fully understand the managerial, marketing is often described as "the art of selling products" .Pemasaran managerially is the planning and implementation process of thought, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy the suggestions of individuals and organizations.

From the second definition above shows that marketing is a process of planning implementation desired by individuals or companies to exchange products both in the form of goods and services in order to create mutual benefit between the one and the other party.

Understanding Marketing next quoted from William J. Stanton in the book Fundamentals of Marketing.Marketing namely:

Marketing is a system: of business activities

Designed to: plan, price, promote, and distribute

Something of value: want satisfying goods and services

To the benefit of: the present and potential market of household consumers or industrial users.

Opinion was explained that marketing is a system: from business activities; design for: plan, price, promotion and distribution; something of value the satisfaction of products and services; offers advantages for the market and holds the potential for consumer or industrial holder.

Marketing plays an important role in the company, because every activity Marketingberorientasi on corporate profits materially. Here is a marketing tasks put forward by Philip Kotler quoted from his book Marketing Management:

Analyze why the market does not like a particular product and whether a marketing program consisting of a redesign of products, lower prices and the promotion of a more positive can change beliefs and sikap.Mencari ways to connect the benefits of the product with the basic needs and interests orang.Mengukur the size of the potential market and develop goods and services that satisfy the request in efektif.Mengembalikan demand slumped through remarketing kreatif.Menemukan way to change the pattern of demand through flexible pricing, promotions and incentives lain.Mempertahankan level of demand in order to face changing persaingan.Menuntut increasing consumer choice and finding ways to reduce demand temporarily or tetap.Meminta people who like something that would stop the demand, by using the tools of rising prices and reduced availability. (2000: 7-8)

Humans are social creatures which in their life need each other. In social life, people need a way to be able to convey his willingness to others either directly or indirectly. The usual way to convey a desire is to communicate.

The term communication comes from the Latin word communicare, which means the same. Murphy understanding of communication according to the author quotes from the book Ethics Office Communication by Drs. Ig. Wursanto said that "Communications is the whole process used in reaching other minds". (Communication is the whole process needed to reach the thoughts mentioned by others).

"Communications is more technically defined as a process for conduction the memories". (Technically communication is defined as the process to arouse the attention of others who aim to regain the memories). (1995: 31). The definition proposed by Harwood quoted Drs. Ig. Wursanto in his book entitled Ethics Office Communication.

The communication of the second sense we can conclude that communication is the process of delivering messages / information / news that has meaning or significance from one party to another. Communication can be interpreted broadly, because communication is not only exists in humans alone but with God's other creatures.

To perform the necessary communication components of the communication itself. Here is a communication component expressed by Drs. Ig. Wursanto in his book Ethics Office Communication:

Messengers (communicator)

Komuikator parties must try to express things contained in his mind clearly to the person receiving the news so quickly and easily understood. Delivery of news should be tailored to the level of knowledge of the party receiving the news.

Forms of news (messages)

News can be delivered in various forms, eg order forms, instructions, suggestions, proposals (whether oral or in writing), the form of announcements, circulars, in the form of text, images, code and so forth. The contents of the message should be clear that what is meant by the sender of the message can be received by the receiving party news.

Receivers (communicant)

The communicant should hold in response to the news received. Receivers must interpret the news received as contemplated by the sender of the message.

Procedure news delivery

Procedure manyangkut news delivery vehicles used in sending the news. Moderate means necessary in the communication process depends on the nature of the news will be delivered.

Reaction or response (response)

The reaction given by the receiving party called the news a response or response. No calling feedback (feedback). With the receipt of response or the presence of feedbackdari the communicant, there will be a two-way communication. Communication is so-called two-way or two-way flow of traffic communications. His opponent called unidirectional communication or one-way communication.

Here are some tasks Marcomm are as follows:

Communicating or promote the company's products, market share of loyal Forming, Shaping the image (image) in the eyes of the public company, Shaping public opinion, Supporting the programs or plans of the company,