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MarketingCommunications
In
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B2B
B2B market different from consumer market.
Major impact by Buyer behaviour element.
Involve more complexities.
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Role Of Marketing
Communications in B2B Differentiate
Reinforce
Inform
Persuade
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Fundamental strategies
in B2B
Pull strategies
Push strategies
Profile strategies
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Pull strategies
Directed at end-user consumers.
Stimulate expectation that offer will be
available upon enquiry ,experiment , repeat
purchase.
Target audience : End-user consumers.
Communication focus: Product/service.
Communication goal: Purchase.
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Push Strategies
Involve value addition activities.
Designed to encourage resale to other network
members, contribute to achievement of ownobjectives.
Target audience : Channel intermediaries .
Communication focus: Product/service.
Communication goal: Developing relationships.
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Profile Strategies
Focus upon stakeholders need.
Organizations corporate promotional goals
are developed.
Target audience : stakeholders .
Communication focus : organization .Communication goal: Build reputation.
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Communication Facets
Frequency:
Amount of contact between members of the
performance network needs to be assessed.
Too much information have dysfunctional effect,too little information can insecure opportunities
In consequence it is important to identify thecurrent volume of information.
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Communication Facets
Direction:
refer to vertical and horizontal movement of
communication with a network.
communication can be bidirectional.
relative power position of company, producer and
seller should understand before make
communication plan.
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Communication Facets
Modality:
refer to method used to transferinformation.
formal communication: meeting,
written reports. Informal communication: conversation,
word of mouth.
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Communication Facets
Content: refer to what is said and divided into direct
and indirect. Direct strategy: change behavior by specific
request
Indirect strategy: try to change a receivers'beliefs by take form of an informationexchange.
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Channel Structures
Structure: refer to nature of exchange relationship,
relational exchange have long term perspective,
high interdependent and joint decision making.
Climate: measure trust of goal compatibility in
organization climate
Power: showed that power condition within a channel
can be symmetrical( with power balanced between
members) or asymmetrical (with power imbalance).
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Communication Strategy
-Collaborative :high frequency
bidirectional flowinformal modes
indirect content
in channel condition of relational structure
supportive climate
symmetrical power
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Communication Strategy
-Autonomous:
lower frequency
unidirectional flowformal codes
direct content
channel condition of market structureunsupportive climate
asymmetrical
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The B2B Communication Mix
The B2B communication mix is very
different from that in consumer markets
The nature of communication in B2B is
very personal, often face to face
interaction
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B2B Promotional Mix Tools
Advertising Advertising is a non-personal form of mass communication
with a high degree of design and delivery control
Apart from increasing use of online advertisement, the mostimportant form is print advertisement in trade journals andnewspapers.
The most important role of advertisement in this context isto develop name awareness, inform and remind
However, in B2B communication, advertising is not the mostimportant way of communicating and therefore is not theprimary tool of the communication mix
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B2B Promotional Mix Tools
Direct Marketing:
Telemarketing : supports the sale force, facilitates
customer enquires and making appointments.
Direct mail : Personally addressed advertising
material sent through the postal system.
the importance of this kind of communication is
slowly weakening, being replaced by the use of
the internet and e-commerce practices.
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B2B Promotional Mix Tools
sales promotions
Buying allowance- reward for specific orders, can encourage
new stores to try the manufactures products
Count and recount reward for each case shifted into theresellers store from storage
Buy back allowances reward for the purchases made after thetermination of a count recount scheme
Promotional allowances reward for product purchases
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B2B Promotional Mix Tools
Public relations
In an environment where advertising is relativelyineffective, the importance of PR should not beunderestimated whereas PR provides credibilityawareness and richness to an organisationscommunications
Types of Public Relations : press releases, pressconferences, interviews, events, lobbying.
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Dulux Example
In an effort to consolidate its position as market
leader, Dulux used a trade based promotion
targeted decorators rather than contractors
sales promotion instrument was a scratchcard
distributed through 1.200 trade outlets
cash prize fund of 2 million pounds
The scratchcard was placed inside cans of white
paint so that the benefit went to the decorator
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Digital B2B
Improves the distribution channel,communication medium between and withinorganization/s leading to improve theproductivity.
Provides a good measure of the effectiveness ofthe marketing activity due to its accuracy of theinformation provided.
Helps in improving the quality of b2brelationship.
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Digital B2B
Now a day a range of digital media are now
used to enhance b2b relationships. In
addition to internet, websites and email
activities organizations are using new digital
marketing tools such as corporate blogging,
video conferencing and CRM.
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eCommerce Builds brand name and awareness amongst
the target audience.
This would involve both offline and
online communication.
Derive site traffic and encourage site
visitor
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eCommerceeCommerce (use of electronic media and internet
for marketing communication) has drasticallychanged the face of marketing tool in last coupleof decades. Strategy, functions and importance
of launching a new ecommerce website forconsumer as well as other collaboratedorganizations:-
eCommerce saves transaction time, lowers costand can shorten the time period between theorder and delivery.
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Internet and Web Communications in
Business-to-Business Marketing
The web primarily perform two functions
in B2B context...
Facilitating product sales & channelfunctions.
Communication with customers andchannel members.
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B2B website Functions
Recognize & understand their problems.
Collect & compare information aboutalternative solutions & costs.
Collect & compare information aboutalternative suppliers,partners & delivery ofvalue.
Provide access to training manuals,usermanuals & trouble shooting guides for useduring installation,testing & product use.
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Conclusion
Organisations are involved in buying of
products & only in last situation are
consumers at all involved.
B2B communications strategies need to be
carefully , purposefully tailored by focusing
upon nature , environment of organisations.
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References
Fill,Chris & Fill,Karen.E ( 2005) Business to
Business Marketing.Essex:Prentice Hall.
Fill,Chris(2009). Marketing
Communications.Essex:Prentice Hall.
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Thank You For Attention
AnyQuestions???????????