Question

You recently bought a new computer, How does the product type influence what marketing communication mix the company will use?

Answer 1

Buying a computer which satisfies all your needs is important as people don't often change their machines, they are very expensive therefore they need perfect knowledge of what they are buying and they should know the specifications of the computer. And catering to the right market is therefore necessary .

A marketing communication mix consists of the 4 P’s i.e. Place, Promotion, Price and Product. And it is necessary to identify the target customers blindly marketing to everyone is inefficient and costly. So, we must determine what to communicate, how to communicate and where to communicate. Communication of Objectives is a must, there are six stages that every customer goes through before deciding, whether to buy or not the product. These stages are awareness, knowledge, liking, preference, conviction and purchase. Thus, the marketing communication mix must be designed to perfectly fit the requirements and stages of the buyer, and step by step guide them to your favorable stage.

Therefore a product type will tell us what the target audience should be, which advertising methods the company should use, the sales and promotion methods to use.

suppose a laptop computer is to be sold using a marketing communication mix, then we will decide whether the laptop company wants to cater the middle class customers or the rich customers and accordingly our advertising strategies will be formed which will cater to different location, price will be charged accordingly etc.