B2B Marketing

.
Communications
Dr.Koray andr

Elements of the Promotional Mix

Personal Selling
Advertising
Sales Promotion
Public Relations

Basic Terms
Marketing communications (Marcom)
Methods of communication other than personal selling
When public relations is performed at the corporate
level, what remains is called A & SP (nonpersonal
communication).

Marketing communications
-Public relations
Advertising & Sales Promotion (A &
SP)
4

Feedbac
k
Rapidly changing markets frequently require
feedback before sales results are available.
Direct response requests (surveys, warranty
registrations) can be important, but require an
active interest by customers to provide
feedback.
Personal selling and relationship marketing are
critical to the feedback process they allow for
immediate and personal feedback.
5

Message interpretation is subject to

Selective
Exposure
Refers to the
actual media
to which a
receiver may
be exposed.

Selective
Attention
Only useful
information is
seen or heard.
It is used to
prevent
information
overload.

Selective
Retention
Refers to the
storage
function the
portion of a
message
retained
that is recalled.

What Promotion Can and Cant Do

Promotion can
Encourage awareness
Inform about
availability
Persuade trial
Build image
Encourage repurchase
Support selling efforts

Promotion cant
Sell products that are
not needed
Substitute for a bad
product or poor
marketing strategy.
Convince customers to
go out of their way
when a comparable
product is available
Convince customers to
pay more than
perceived value

There are three categories of sales

promotion.
Sales
promotion
focused on
the sales
team

Sales
promotion
focused on
channel
intermediaries
Sales
promotion
focused on
customers

Public Relations
PR defined:
All efforts to obtain the attention and
favorable coverage of the firms business by
third party media and publics.
PR activities:

These can include special events, press tours,

public appearances by company executives,
participation in media dialog, trade shows or
guerilla marketing activities (attention-getting
small events to get the company noticed and
obtain word-of-mouth)
10

ct

M
ai
l

Print Promotions

l
e
n ns
n
a ti o
h
C mo
o
Pr

Convergenc
e of the
Promotion
Mix

e
r
d
u
a n ra t
s te
e
l Li
a
S rt
o
p
p
u
S

Corporate
Advertising
P
M rom
e
o
r
c ti
h
a on
n
d al
i
se

Di
re

15

Types of B2B Print Promotions

Advertising in
Trade Journals

Directory Advertising

Consumer Media
16

Types of Sales & Support Literature

(also called collateral materials)

Catalogs,
Product Brochures,
and Data Sheets

Capabilities
Brochures

Technical
Bulletins,
Test Reports, and
Application
Histories

18

Trade Shows
Determining which

trade shows to
attend?

Which shows are

important to
customers?
Which shows are
important to industry
analysts?
Which shows have the
best audience for
announcements?
Which are likely to be
attended by the target
audience?

Trade show issues

Who should attend?

Should your company
have an exhibit?
What will the exhibit
be?
How can we capitalize
on the trade show after
it is over?

Internet and Web Communications in

Business-to-Business Marketing
The Web is used for two primary functions in B2B

Facilitating
Product Sales
and
Channel Functions

Communicating
with Customers
and Channel
Members

B2B web sites can help buying

center members in several ways:

Recognize and
understand their
problems

B2B web sites can help buying

center members in several ways:

Recognize and
understand their
problems

Collect and compare

information about
alternative solutions
and costs

B2B web sites can help buying

center members in several ways:

Recognize and
understand their
problems
Collect and compare
information about
alternative suppliers,
partners, and delivery of
value

Collect and compare

information about
alternative solutions
and costs

B2B web sites can help buying

center members in several ways:

Recognize and
understand their
problems

Collect and compare

information about
alternative solutions
and costs

Collect and compare Provide access to training

information about
manuals, user manuals,
alternative suppliers, and troubleshooting guides
partners, and delivery offor use during installation,
value
testing, and product use

Attracting Visitors to a Web Site

Banner advertising

Click-through rates have declined significantly

Attract visitors through search engines

Bid for the highest ranking, then pay for each

click-through
Design the web site to achieve higher rankings
on search engines
Purchase key words on search engines your ad
is displayed when a search is for your key word.

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Other Types of E-Applications in B2B

Communications
Newsletters

Newsletter
Advertising

On-Line
Seminars

Effective Internet
Communications

Opt-In e-mail