Selling and the Marketing Mix

IN PRACTICE - The Wall Street Journal

Marketing communication must communicate an organization's ideas to its target audiences, compete consistently and effectively in the marketplace, and convince consumers to buy its products. To achieve these objectives, marketers design an integrated marketing communication plan using advertising, sales promotion, public relations, and personal selling. 

Marketing communication is both internal and external in scope with an array of target audiences, some small, some large. Marketing communication is also both direct and indirect. Advertising and public relations are indirect, mass communication systems, while sales promotion and personal selling are direct, interpersonal and organizational systems. 

The Marketplace section of the Interactive journal is an invaluable source for articles related to marketing communication. With a section dedicated for Advertising news, the Journal keeps readers informed of the latest trends in the field. 

Marketplace Columns are the main features in the Marketplace section. They are regular weekly columns, offering insight into a variety of topical issues such as E-business and work and family.

The Marketplace Extra section is the online companion to the print edition's supplement to the Weekend Journal. Here you'll find stories about broader market trends. Astute marketers can leverage this information to learn more about consumer behavior. In turn, they can develop marketing communication strategies with more relevant and convincing messages.

Careers

Many marketers get their start in advertising, sales, or public relations. The Interactive Journal offers job seekers advice about finding jobs and building careers. On the Front Section, click on the Careers link under Free WSJ.com Sites. You'll find negotiation strategies, a career Q & A, and interviewing tips. You can also find information about writing effective cover letters and resumes.

Deliverable

Read one of the featured articles in today's Marketplace section of the Interactive Journal. Search the Interactive Journal and other relevant sites for additional information. Identify the marketing communication strategies the company uses and argue their effectiveness. Support your conclusions with facts and chapter concepts.

Discussion Questions

1. Why are organizations shifting from specialized to integrated marketing communication strategies? 
2. How can organizations design marketing communication programs that keep pace with the rapid changes in technology?
3. What careers are available in advertising? Sales? Public relations? What skills are employers seeking for these positions?