「Marketing」,「PR」& 「MarCom」釋義

「Marketing」,「PR」& 「MarCom」 釋義上，提供幾組權威的定義和觀念，供知友們分享：

When asked what was the difference between Marketing, PR, and MarCom (or Communications), here』s what eleven communications-area experts said.

觀念一：

營銷支持銷售；公共關係支持銷售，營銷，以及和企業相關的所有對內對外的溝通。MarCom（很多跨國企業把這個詞翻譯成中文後定義為「企業傳訊部門」或者「企業傳播部門」）的工作則是營銷的一個功能點，確保公司對於產品和服務的理解統一和信息溝通。

Marketing supports sales; public relations supports sales, marketing and overall company positioning internal and external; and MarCom is a function of marketing and promoting products and services versus overall company. Lisa Buyer – The Buyer Group

觀念二：

營銷更積極主動，公共關係更強調互動。營銷引領和創造消費者體驗和反饋，而公共關係則具體反饋和溝通之。營銷更多單向傳播，而MarCom更強調雙向傳播。

To me, marketing is more proactive while PR tends to be a bit more reactive. PR kicks in if there is news to report, a community that needs outreach, or a new product to promote. Marketing can help create responses that PR can then respond to. Marketing Communications to me seems more like a two-way conversation while marketing in particular can sometimes seem like the company sending information one-way to the audience. Marjorie Clayman – Clayman Advertising, Inc.

觀念三：

營銷是為了贏得消費者的關注，體驗，和購買，以達到銷售預期和利潤。營銷貫穿了從產品研發誕生，到消費者手裡的整個過程，包括消費者調研，消費行為，激活參與，購買，以後售後服務等，也包括了所有輔助性的支持行為。

In line with the firm』s goals, marketing attracts consumers』 scarce resources, attention and disposable income, to drive profitable revenues. Marketing is the process of getting a product or service from a company to its end customers, from product development through the final sale and post-purchase support. Marketing extends across the customer』s entire purchase process including research, engagement, purchase, post-purchase (including supplemental support and returns) and advocacy.

如何通過大眾媒體贏得關注度，建立形象和聲譽，則是公共關係涉及和考量的問題。公共關係涉及到的對象，包括：消費者，潛在消費者，投資人，政府，上下游生態鏈條，媒體，渠道合夥夥伴，社交網路，以及公眾等。

While traditionally the art of getting a person, company or other organization mentioned in the media, namely print, radio and television, PR』s has evolved. In the process, it』s been integrated into the overall marketing and communications plan. PR crafts an organization』s message(s) to its diverse publics including customers, prospects, investors, employees, suppliers, distributors, media/journalists, social media networks, the government and the public. These communications and their distribution must be search-friendly. Heidi Cohen – President, Riverside Marketing Strategies

觀念四：

三者目的不同。營銷的本質，就是4P（這裡不解釋，就是吧啦吧啦吧啦）。公關的本質，就是幫助企業建立起和所有利益相關人的關係。公關會讓事情變得更順利。它創造了一個有利的經營環境，使市場更容易銷售、擴大和可行。

MarCom是公關的一部分，支持營銷功能。它是專註於產品和銷售支持的公關職能，而不是像Sally Falkow - pressfeed的形象和聲譽的更廣泛的公關形象

The purpose of marketing is to create and bring to market a product or service that people will buy. The 4P』s of marketing are product, price, promotion and place. Product covers R&D and the development of the product or service. Price is all about the market. Place is how and where you locate and distribute. Promotion is everything from market research to advertising, special offers etc. When you make a better mousetrap people will only beat a path to your door IF they know you have that better mousetrap and they know where the door is.

The purpose of PR is to build relationships with all stakeholders – not just current and potential customers. PR smoothes the way. It creates a favorable operating climate in which it is easier to market, expand and be viable. As marketing guru Al Ries said, PR lights the fire, Marketing fans the flames

MarCom is that part of PR that supports the marketing function. It is the PR function focused on product and sales support, rather than the broader PR vision of image and reputation Sally Falkow – Press-Feed

觀念五：

它們彼此界限是模糊的，公共關係和MarCom都隸屬於「大營銷」範疇里。與市場營銷相比，MarCom更窄，除了廣告的創意過程之外，它涵蓋了所有的營銷功能。

公關管理著與消費者的對話，這直接發生在社交媒體上，或者通過更多傳統媒體渠道。公關是不需要預算來實現的。廣告和MarCom可以購買媒體，而PR的關鍵區別在於它的媒體是免費的，設置是可以盈利的。

The lines are definitely blurry, but PR and MarCom fall under the general Marketing umbrella. Marketing encompasses the full scope of brand communication, ranging from advertising to sales support to PR and corporate social responsibility. MarCom is narrower, but only slightly, than Marketing, and covers all of the marketing function except the creative process of advertising. Once the marketing message is developed by MarCom, the 「advertising」 team can develop it visually and develop a media buying strategy to support it. PR manages the dialog with consumers, whether they are your customers yet or not. That happens directly, via social media, and through more traditional media channels. PR is the MarCom group that doesn』t get a budget to drive their goals. Advertising and MarCom can buy media, while PR』s key differentiator is that its media is earned. Corey Kronengold –Eyeview

觀念六：

所有的溝通方式都應該整合在一起，它們之間無差別。——包括你如何接聽電話，簽署你的郵件，在Twitter和Facebook上發帖子等等。客戶服務也應該被認為是溝通的一部分，因為如果你的客戶服務很糟糕，你說的其他事情都不重要

There should be no difference. All forms of communication should be integrated together – and that includes how you answer the phone, sign your email, post to Twitter and Facebook, etc. Communication should involve all available tools. Customer service also should be considered part of communications because if your customer service sucks, nothing else that you say matters. B.L. Ochman – What』s Next Blog

觀念七：

市場營銷是你將你的產品或服務推向市場的所有活動的整合組合——實際上是購買、使用和宣傳。成功的營銷依賴於最佳的槓桿平衡，對你想要達到的市場/觀眾的深度和透徹的了解，以及基於他們的需求來改善市場的真實願望。

Marketing is the overall mix of activities that you undertake to get your product or service to market – to actually purchase, use and evangelize. Successful marketing rests on the best balance of levers within the mix, a deep and thorough understanding of the market/audience you are trying to reach, and a genuine desire to improve that market based on their wants and needs.

公關利用媒體，使用關鍵信息，通過參與和體驗的方法，在市場上傳遞以達到溝通關係和樹立形象的目的。最終的目標是提高意識、思考，並強化和你的價值和關係。MarCom本質上是創意元素——設計和應用，營銷策略的執行(這也貫穿於公關)。

PR is the set of activities, usually earned (but often triggered by a paid campaign), that are meant to drive the 「top of the funnel」. Use of media – traditional and non-traditional – are optimized using key messages, delivered in the right markets, via engagement methods. The ultimate goals are to drive awareness, consideration and intent and also to reinforce the value and decision of doing business with you.MarCom is essentially the creative element – the design and application, the execution of the Marketing strategy (which is infused through PR as well). Judith Samuels – Fairmont Hotels & Resorts (Note some of you may know Judy by her Twitter handle–@ChiefLemonhead.)

觀念七：

有效的營銷永遠不會忘記，它的目的是在當前和新客戶中產生收益。

有效的市場營銷正在把所有可用的資源整合在一起，即它不是你想要賣的東西，而是客戶想要購買的東西。換句話說，市場營銷就是擁有顧客想要的東西，而銷售則是激發顧客想要你擁有的東西的能力。

Effective marketing never forgets that its purpose is to generate revenue with current and new customers. Effective marketing is marshalling all available resources to deliver constantly on the fundamental principle that it』s not what you want to sell, but what customers are looking to buy. Put another way, marketing Is the ability to have what the customer wants, while sales is the ability to motivate the customer to want what you have. Too often the pursuit of revenue forgets that sales will fail without the marketing foundation.

Effective marketing focuses on delivering solutions, not products and/or services. It engages and maintains a partnership with the customers – encouraging them to engage in purchasing the product/services portfolio and then making them feel good about having done so after the purchase.

Effective marketing earns trust through every contact and transaction, and addresses the full array of constituents both outside and inside the organization. Demotivated employees cripple effective marketing.

Effective marketers constantly think from the customer』s viewpoint and constantly ask, 『」What』s in it for them?」 and then listen with respect to what the customers say. That』s true for a commercial marketer as well as for the nonprofit sector, which is where one of us operates, and where the question would be: Why should someone support your mission with money or in-kind support or promote your message or buy your products and services?

最好的公關定義來自大師哈羅德·伯森，他在一年前寫了這篇文章，享年90歲。他說:「公共關係是一種應用的社會科學，它影響行為和政策，當有效溝通時，通過創造、改變或強化觀點和態度來激勵個人或群體的行動。」

The best definition of PR comes from the master, Harold Burson, who wrote it a year ago at age 90. He says, 「Public relations is an applied social science that influences behavior and policy, when communicated effectively, motivates an individual or group to a specific course of action by creating, changing or reinforcing opinions and attitudes.」 ?Coincidentally the Public Relations Society of America is right now considering three new definitions of PR. All are awful. They sound like they come out of a Dilbert cartoon. None of the three comes close to the precision and clarity of Harold』s.

MarCom做得很好，是整合所有信息資源，實現市場營銷目標。

MarCom done right is the well-coordinated integration of all communications resources to achieve the marketing objectives. Jim Siegel? – ?HealthCare Chaplaincy ?and ??Rob Swadosh – ?The Dilenschneider Group

觀念八：

公共關係，建立起品牌、企業或組織及其組成社區之間的誠實、開放和透明的溝通橋樑——無論是客戶、客戶、消費者、員工、媒體、利益相關者、政府和關鍵影響者，公關公司通過社區建設和利用積極的第三方、口碑、背書/證言/貢品來建立聯繫、忠誠和倡導你的商品、服務和/或想法。

Public Relations, with itsP2P (person-to-person), two-way dialogue and human approach builds honest, openand transparent bridges of communication between a brand, business or organization and its constituent communities — be they clients, customers, consumers, employees, the media,stakeholders, government and key influencers, and/ or all of the above. PR achieves this by community-building and tapping the power of positive third party, word-of-mouth, endorsement/ testimony/ tribute to create affiliation,

loyalty and advocacy for your goods, services and/ or ideas. Deborah Weinstein – Strategic Objectives