Fashion Supply Chains Are Buyer Driven and Characterised by Tiered Production Networks Involving Countries That Offer a Combination of Low Labour Costs, Relevant Skills and Production Capacity. During the Past 20 Years,
7846 Words32 Pages
Integrated marketing communications is a core strategic activity used to build and sustain profitable relationships with various stakeholders. Customers are a critical target but other audiences such as buyers, designers, retailers, sales assistants, suppliers, etc…. are also important if an organisation is to achieve its sales and marketing objectives.
Marketing communications is about the promotion of a company and the product offered to the customer. This is defined by (Fill, 2002), “This strategy refers to an organisation’s preferred orientation and emphasis of its communications with its customers and stakeholders, in the light of its business and marketing strategies. A marketing…show more content… It represents the potential to satisfy a range of conscious and unconscious customer needs.
A consumer buying in unfamiliar markets is usually based upon price. Prices can prevent purchase because the buyer may think that it is not a reasonable offer for the product.
Communication activities need to be coordinated in the correct way, at the right location, at the right time, so that the best impact is derived.
-Promotion (convenience to buy)
The correct advertising avenues must be used, in accordance with the company’s available finance.
This is internal communications by the employees. They can provide great advertising of the company and products offered by employee satisfaction. This is achieved by the company having a good relationship with the employees and good training.
A definition by (Fill, 2002) states the IMC is;
“IMC are more likely to occur when organisations attempt to enter into a coordinated dialogue with various internal and external audiences. The communication tools used in this dialogue and the messages conveyed should be internally consistent with the organisations objectives and strategies. The target audiences should perceive the communications and associated cues as coordinated, likeable and timely”.
More about Fashion Supply Chains Are Buyer Driven and Characterised by Tiered Production Networks Involving Countries That Offer a Combination of Low Labour Costs, Relevant Skills and Production Capacity. During the Past 20 Years,