1 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Dr. Dawne Martin MKTG 550 – Business Marketing November 13, 2012

 Your example?  companies-use-social-media-infographic9jzC9jzC SQ&featurelated  studies-examples/  a-b2b-social-marketing-campaign/ a-b2b-social-marketing-campaign/  case-studies-worth-a-damn/ Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 2

 In 2005, GE launched “Ecomagination” strategy  By 2011, the strategy had generated $85 million  Ecomagination website  Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 3

$ B % of B2C sales % of B2B sales Legend: Source: Interbrand 2008 Coca Cola Micro -soft 57.1 IBM 51.6 GE Mc- Donald’s Nokia Toyota 30.9 Intel Mercedes- Benz Disney Exhibit Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Differentiate Increase Sales Differentiate Marketing Create Preferences Brand Risk Reduction Information Efficiency Value Added Secure Future Business Create Brand Loyalty Command Price Premium Create Brand Image Exhibit Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Company CollaboratorsCustomers General Public Exhibit Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

“A recognized brand name with positive customer perception has advantage at all stages of decision making”  Determine that a need exists  Determine product specifications  Acquire solution providers  Cull the bids/proposals to a short list  Evaluate the short list, or get revised proposals/bids 7 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Publications Technical Support Trade shows/ Presentations Web Site/ Web Banners Brand Products and Services Networking Word of Mouth Proposals Customer Care Innovation, R&D Packaging Business cards Training Service & Delivery Sales Collateral Pre-Selection Ongoing Relationship & Referral Purchase & Usage Experience Publicity PR/ Advertising Sales Representative Product Performance Exhibit Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

“ A recognized brand name with positive customer perception has advantage at all stages of decision making”  Cut the short list to finalists  Presentations  Final evaluation and choice  Post purchase relationship 9 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 First with new technology  Being the best with Service  Innovating to meet the need 10 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

There will be imitators:  Market up — build relationships with management above the influencers to reinforce the decision process  Market down – build relationships with the lower level users of the product or service  Market sideways – build relationships in other parts of the organization to facilitate translation of current or future products within the customer organization 11 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Ingredient- Producer Final Product Producer OEM Final User Sales-promotion to the B2B Customer Supply Supply-push Incentives to demand creation at the B2B customer Incentives to demand creation at the B2B customer Supply-push Incentives for demand creation at the final customer Incentives for demand creation at the final customer Supply Push Sales-promoting from the Ingredient supplier to the final customer Demand pull Incentives for the demand creation of a certain ingredient in the final product Demand Pull Kotler/Pfoertsch (2006 ) Exhibit Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 mers.main Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 13

 Identify your target market and audiences  Identify a tagline or value proposition  Build a curriculum to build brand awareness, interest, knowledge and liking Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 14

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 15