3. May also be effective in affecting the price elasticity of demand (non-price competition).

4. The marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and branding.

7. Personal Selling

8. Public Relations

9. Sales Promotion

10. Direct Marketing

11. Prospects

12. Customers

13. Employees

14. Stockholders

15. Community

17. Focusing customers on information about company s’ activities and products.

19. Stimulate Demand

20. Encourage Product Trial

21. Identify Prospects

22. Retain Loyal Customers

23. Facilitate Reseller Support

24. Combat Competition

26. Carries out the Promotion Process

27. Communicates Directly with Target Markets

30. Creating the Marketing Mix

31. Achieving Effective Market Segmentation, Product Differentiation, and Positioning