Marketing Communication Essay Example | Topics and Well Written Essays - 1500 words - 1

Marketing Communication - Essay Example Marketing communication should reach a range of stakeholders and other players peripheral to the target market and which influence the business success (Clulow, 2006). Benefits and pitfalls of stakeholder responses should be anticipated and used to advantage. In the case of BMI the main marketing objectives was to introduce its product. It was planning to launch a low-cost airline subsidiary to compete with other low-cost carriers. They needed the services of an advertising agency because the launch required strategic brand development before the advertising plan could be developed. The marketing communications objective for BMI was challenging because the advertising agency had to launch a product with no brand name or brand image. Corporate communications in an airline must have certain differential features to influence travelers and establish brand image (Driver, 1999). BMI enjoyed a reputation for friendliness but the branding and positioning of the new product needed to have a low-cost approach. This required a strong brand image to distinguish it from long-established competitors. Another objective of marketing communications for the new airline was that even though the market for low-cost airline was still growing, it would reach a saturation point within 2 or 3 years. The passengers would then make a decision based on their experience. Consumers retain images of their experience with an airline or any service and this personal experience becomes the key driver for future purchases (FitzGerald & Arnott, 1999). Consumers are known to retain that brand in memory and if satisfied, it becomes their preferred choice. The attributes related to the image of the airline are only partially related to direct operational and flight factors. Relationship marketing emphasizes the need for firms to establish lasting relationships with customers, suppliers, employees and stakeholders through trust, relationship commitment and

Summary Essay Example | Topics and Well Written Essays - 250 words - 21

Summary - Essay Example As ethics cannot be defined on the basis of feelings, science, cultural norms and laws it is difficult to identify the ethical standards. Experts have recommended five sources that are likely to help in developing the ethical standards. The first one is the Utilitarian approach in which ethical action is expected to produce ‘the least harm’ or ‘the most good’. In the second approach which is ‘the rights approach’, an action that respects and best protects the moral rights of all those who are involved, is the ethical. In the justice approach, all individuals are treated equally by an ethical action. The common good approach says that the ethical reasoning is based on the interlocking relationships that exist in the society. The fifth approach i.e. the virtue approach suggests that ethical actions should be consistent with specific ideal virtues which help the process of development of humanity. One may find it difficult to identify the ethical s tandards even after using all these approaches together (Markkula Center for Applied Ethics, Santa Clara University). Ethical decision making requires enough sensitivity to various ethical issues as well as a method that is already practiced for exploring different ethical aspects. A framework is developed for making ethical decisions. According to this framework, ethical decision can be made by following few steps. The first of these is to identify the ethical issue which is followed by the collection of facts regarding the issue. Once this is done, alternative actions are needed to be evaluated by asking few questions that would be based on the five approaches that are already discussed. Finally a decision can be made and tested. Based on its outcome, further modifications can be made to make it more ethical (Markkula Center for Applied Ethics, Santa Clara