CHAPTER 13 1 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

B2B vs. B2C Marketing Communications 2 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Conduit Model of Communications 3 Fig Conduit model of communications Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Pool of Meaning 4 Fig Pool of shared meaning Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Icon. Index. Symbol. Semiotics: the study of signs. Syntax: the structure of communication. Semantics: the relationship of signs to reality. Meaning: the result of processing signs. Signs and Meaning 5 Fig Agricultural icons Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Numbers. Space. Artefacts. Kinetics. Silent Communication 6 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Cognition – what is known. Affect – what is felt. Conation – what is intended. Attitude 7 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Add a new salient belief. Change the strength of a salient belief. Change the evaluation of a salient belief. Changing Attitudes 8 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Stimulus rejection. Attitude splitting. Accommodating the new attitude. Mental Readjustment 9 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Central route appeals to cognition. Peripheral route appeals to affect. Central and Peripheral Routes 10 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Ignore the dissonant information. Distort the dissonant information. Play down the importance of the issue. Change the behaviour or the situation. Buyer Tactics: Reducing Cognitive Dissonance 11 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Marketing Channels 12 Fig Developing the marketing communications program Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Global B2B Communications Mix 13 Fig Determining the global B2B marketing communications mix Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Create a favourable climate for personal selling. Reach inaccessible buying influences. Reach unknown buying influences. Generate leads for salespeople. Supplement field sales communications. Inform channel intermediaries. Stimulate derived demand. Project a favourable corporate image. Provide an economical promotional mix. Role of Advertising in B2B 14 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Opens a dialogue between buyer and seller. Is tailored to the recipient. Is easily monitored and controlled (especially using computers). Must be carefully-targeted. Direct Response Advertising Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge

Tracking responses. Recording speed of fulfilment of the sale. Tracking responses in different sectors. Comparing conversion rates to response rates. Assessing the effectiveness of media in reaching the target audiences. Comparing response levels in different media. Recording customer data captured in the course of the campaign. Databases’ Monitoring Effectiveness 16 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Choosing a Trade Journal 17 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Impact of Technology 18 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Hierarchical databases. Network databases. Relational databases. Types of Databases 19 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

How will the database support business objectives? What is expected from the system? What are the main requirements? What applications will it be used for? Database Design: Common Questions 20 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Database will not affect the capacity of the firm’s internal systems. No need to recruit/train extra staff. The database will be managed by specialists. Outsourcing may be more cost-effective. Advantages of Outsourcing Database Management 21 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Common Errors in Databases 22 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Identify and examine key elements of the name and address. Form access keys. Develop a scoring system for potential duplicates. Identify the acceptable level of duplication. Prioritize duplicates. Change the records. Six Stages of De-Duping 23 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Same product, same communication. Same product, different communication. Different products, same communication. Different products, different communication. Standardization vs. Adaptation 24 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Translating Advertising Copy 25 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Greater consistency increases impact. Communications reinforce each other. People respond differently to different media. Economies of scale. Members of the organization become clearer about organizational aims. Integrate Marketing Communications 26 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Difficulties with delivering the corporate message. Employees might not deliver the corporate message. Globally, firms will need to adapt the message for different cultures. Communication is not a magic bullet. Difficulties with Integration 27 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Clear objectives from the outset. Informative site. Simple graphics. The impact of communication should not depend entirely on graphics. The site should be set up to gather information from visitors. Encourage interactivity through sales promotions, offers, competitions. Fast hyperlinks. Establishing a Successful Website 28 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Summary 29 Business buyers actively seek information. Communication is a cooperative process. Sought communications are those that buyers look for; unsought communications are those that sellers send out. Attitude consists of cognition, conation and affect. Attitude change begins by changing one of these. Cognitive dissonance causes breakdowns in communication. Business buyers rarely buy as a result of advertising alone. Direct mail must be carefully targeted. The main trade-off in international communication is whether to standardize or customize. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013