THESIS: The Marketing Communication Strategy of Blue Bird Taxi To Maintain Market Leader Position After Using The Highest Tariff:
- Introduction & Book Cover : Part 1
- Research Originality Statement and Acknowledgement : Part 2
- Abstract : Part 3
- Table of Contents : Part 4
- Chapter I : part 5, part 6, part 7
- Chapter II : part 8, part 9, part 10, part 11, part 12, part 13, part 14
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(Chapter II continued...)
The point-of-sale is the point in the
buying cycle where the customer is physically in front of the product or
service and is about to make decision whether to buy or pass by. In many
consumer markets the consumer’s final decision to buy is often made inside the
store, not outside. Merchandising techniques
such as display and store design are therefore important communication tools
that can guide a buyer towards making a purchase. (Smith, 2004:495-496)
According to Duncan (2002), merchandising is in store promotional materials, activities
and messages to promote in store and
create promotional ambiance. Point of purchase is described to stimulate
consumer purchasing and dealer and sales-force effectiveness in the short-term,
through temporary incentives and
displays. (Duncan, 2002)
Word of mouth (WOM) is by far the most potent on a one-to-one basis of all
the elements of the communication mix. No amount of advertising or expert
selling could compete with a colleague or friend recommending or criticizing a
particular product or service. People talk about organizations, their products,
their services and their staff, whether it is a complaint, admiration or an
endorsement. Other things that people discussed are marketing communications,
including advertising campaigns, editorial stories, publicity stunts and
special offers, which are discussed. Other devices and techniques that
encourage WOM process are postcards, digital postcards, T-shirts, photographs,
awards and certificates (issued to visitors, customers and enquirers) and the
Internet through news groups, chat-rooms, discussion forums, and email chain
letters. (Smith, 2004:590)
The Internet is an
electronic medium based on broadcasting and publishing which facilitates
two-way communication. (Berthon, Pitt & Watson: 1996) These exchanges are
not physically face-to-face, nor time bound. Essentially the communication is
through computers on networks, so that individuals and organizations can
communicate directly with one another regardless of where they are or when they
wish to communicate. (Berthon et al.,:1998) The online marketing communication
tools of the internet are online advertising (banners, pop-ups, interstitials,
e-mails, newspaper-like standardized ads, URLs, advertising in chat rooms),
online personal selling, online sales promotion, online public relations,
online direct marketing and web site.
