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Marketing Communication Strategy Part 1 H1

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Marketing Communication Strategy Part 1 H1 Function explanation: easier product introductions = When a company has built a good name, bringing a new product to market is easier than an unknown company. (brand extensions!) What is the job of marketing communication? Forge marketing communication and marketing tools into one and give consumers a preview of what to expect if they decide to purchase the service. Explanation of the function Brand extensions= Product introduction under the same brand. Difference between consumer and business markets: Potential customers: large by c and small by z Purchase amount: low by c and high at z information needs small c and large z Duration of the purchase process: short c and long z Stakeholders in decision-making small c and large z

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