1. B2B MKTG Chapter 13 Communicating with the Market
2002 Edition
Vitale and Giglierano
Chapter 13
Communicating with the Market
Prepared by John T. Drea, Western Illinois University

2. Elements of the Promotional Mix
Personal Selling
Advertising
Sales Promotion
Public Relations

3. Exhibit 13-1 A Model of the Communication Process

4. Basic Terms Marketing communications Public relations
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)

5. Feedback
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.

6. 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.

7. What Promotion Can and Can’t Do
Encourage awareness
Inform about availability
Persuade trial
Build image
Encourage repurchase
Support selling efforts
Promotion can’t
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

8. There are three categories of sales promotion.
focused on
the sales
team
Sales
promotion
focused on
channel
intermediaries
Sales
promotion
focused on
customers

9. Public Relations PR defined: PR activities:
All efforts to obtain the attention and favorable coverage of the firm’s 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. Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications
DEFINITION STAGE
Process Flow Stages
Nonpersonal
Communications Can…
Problem definition
Solution definition
Product specification
Help identify problems
Provide information for defining solutions
Help customers remember vendors

11. Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications
SELECTION STAGE
Process Flow Stages
Nonpersonal
Communications Can…
Solution provider search
Acquire solution provider(s)
Provide information on vendors
Provide information on products and partners

12. DELIVER SOLUTION STAGE
Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications
DELIVER SOLUTION STAGE
Process Flow Stages
Nonpersonal
Communications Can…
Customize as needed
Install/test/train
Deliver service and training information

13. Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications
END GAME STAGE
Process Flow Stages
Nonpersonal
Communications Can…
Operate solution
Reach end result
Evaluate outcomes
Determine next set of needs
Provide reinforcement
Deliver service information
Share performance data for evaluation

14. Convergence of the Promotion Mix
Direct Mail
Support Literature
Sales and
Convergence of the Promotion Mix
Print Promotions
Corporate
Advertising
Channel
Promotions
Promotional
Merchandise

15. Types of B2B Print Promotions
Advertising in
Trade Journals
Directory Advertising
Consumer Media

16. Corporate Advertising
Why use corporate advertising?
Company reputation increases chances of getting a first hearing at a new account.
Community concessions and subsidies can be enhanced.
All things being equal, larger and more well-known companies will frequently get the business over a smaller, lesser known competitor

17. 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?

19. Internet and Web Communications in Business-to-Business Marketing
The Web is used for two primary functions in B2B marketing:
Facilitating
Product Sales
and
Channel Functions
Communicating
with Customers
and Channel
Members

20. B2B web sites can help buying center members in several ways:
Recognize and
understand their
problems

21. 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

22. 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
information about
alternative suppliers,
partners, and delivery of
value

23. 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
information about
alternative suppliers,
partners, and delivery of
value
Provide access to training
manuals, user manuals,
and troubleshooting guides
for use during installation,
testing, and product use

24. 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.

25. Other Types of E-Applications in B2B Communications
Newsletter
Advertising
Newsletters
Other Types of E-Applications in B2B Communications
On-Line
Seminars
Opt-In
Effective Internet
Communications