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Executive Summary
This report highlights the importance of Marketing Communications; the role of Marketing Communications, analysis of the Automobile Industry and the analysis and practical application of Marketing Communication strategies by Ford Motor Co. the report also shows Ford’s Corporate Social Responsibility and the practice of Ethical Marketing.
The targeting, segmentation and positioning by Ford are also analyzed. Finally the report provides recommendations on how to improve the marketing communications and suggest strategies that the company should use along with the current marketing communication strategies.
Background and Importance of Marketing Communications
Marketing communications is a management process of conveying the information regarding a product or service to an audience who may buy or influence people or an organization’s decision regarding the buying of the product or service.
Marketing communications is an extremely essential tool not only for business but for all kind of transactions and exchanges to take place successfully. The importance of marketing communications is also emphasized by
Fill (2005) 4th ed. Marketing Communications, Essex, Prentice Hall, pg 7.
“Marketing communications is an audience-centered activity. It provides the means by which brands and organizations are presented to their audiences. The goal is to stimulate a dialogue that will, ideally, lead to a succession of purchases. This interaction represents an exchange between each organization and each customer, and according to quality and satisfaction of the exchange process, will or will not be repeated. It foll ...