MBA 745 – Reflections on Module 2 Concepts.

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 tools are advertisements, personal or direct selling, public relations, and sales promotions. An effective IMC acknowledges all four of the promotional tools into a comprehensive and unified plan. But not all companies or industries will use all four tools at the same level. Each industry or market will probably have one to two tools that effectively communicate their company and the others will be used as minor support features.

Separately, each one of the tools may be very effective in a specific market. Allied Mineral Products almost exclusively uses direct sales force to promote, communicate the product, and meet the needs of customers. This is typical of B2B type markets - especially the industrial or where training and education of the customer must take place before using the product or service. Businesses that use the Internet to market or non-profit type organizations typically have no direct sales force and rely on advertisements and PR. Consumer markets use Ads and PR as well as promotions such as infomercials.

All of these are effective, but it depends on the industry, where that industry is in the wave of changes, and how much knowledge of the "need" is and the complexity of the application.

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 promotion always will be there, so the company must be aware of this effect. So it is worth the company's time to ensure that customer will spread positive messages about the company. Additionally the company can facilitate this type of promotion by encouraging this type of promotion through the use of technology. This can be in the form of chat room and bulletin boards on the company's website.

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?

Knowledge management is probably the most difficult challenge facing US companies in all industries. The quick answer is yes, a company can rely on just one system for their needs and the systems will have to evolve as the company "learns more" about themselves and their needs. As these systems are implemented by the workforce, fiefdoms will start to breakdown and more cross-functional interactions will occur through the company. This will create new challenge to knowledge management. The objective is to create an environment void of agendas and critical information is transferred instantly to all employees that need the information.

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

The first order of business would be to converge all of the various databases and software packages so that they all communicate and interact with each other. Most companies in the maturity stage consist of each department having their own "information/data" tracking systems, which foster fiefdoms and silo departments. You must first "bit the bullet" and force everyone and every department to use the same system. This will foster the concept that the company and top management is behind everyone working together toward common goals. This is very difficult for these companies to consider due to all of the "sunk costs" of these legacy systems. These are not "sunk costs" to the, but real costs that were spent and came out of the bottom line of thin margins. This is somewhat confounded by the lack of technological knowledge due to weak and underpaid IT departments. The emphasis is placed on direct sales forces and operational gains in productivity - not in means to capture knowledge and experience of the workforce. The realization that their core competencies and competitive advantage reside in the minds of this workforce will hopefully come sooner than later.