1. CHAPTER 13 1 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

2. B2B vs. B2C Marketing Communications 2 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

3. Conduit Model of Communications 3 Fig. 13.1 Conduit model of communications Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

4. Pool of Meaning 4 Fig. 13.2 Pool of shared meaning Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

5. 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. 13.3 Agricultural icons Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

6. Numbers. Space. Artefacts. Kinetics. Silent Communication 6 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

7. 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 978-0-415-53702-5 Published by Routledge 2013

8. 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 978-0-415-53702-5 Published by Routledge 2013

9. Stimulus rejection. Attitude splitting. Accommodating the new attitude. Mental Readjustment 9 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

10. 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 978-0-415-53702-5 Published by Routledge 2013

11. 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 978-0-415-53702-5 Published by Routledge 2013

12. Marketing Channels 12 Fig. 13.4 Developing the marketing communications program Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

13. Global B2B Communications Mix 13 Fig. 13.5 Determining the global B2B marketing communications mix Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

14. 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 978-0-415-53702-5 Published by Routledge 2013

15. 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 978-0-415-53702-5 Published by Routledge 2013 15

16. 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 978-0-415-53702-5 Published by Routledge 2013

17. Choosing a Trade Journal 17 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

18. Impact of Technology 18 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

19. Hierarchical databases. Network databases. Relational databases. Types of Databases 19 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

20. 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 978-0-415-53702-5 Published by Routledge 2013

21. 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 978-0-415-53702-5 Published by Routledge 2013

22. Common Errors in Databases 22 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

23. 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 978-0-415-53702-5 Published by Routledge 2013

24. 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 978-0-415-53702-5 Published by Routledge 2013

25. Translating Advertising Copy 25 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

26. 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 978-0-415-53702-5 Published by Routledge 2013

27. 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 978-0-415-53702-5 Published by Routledge 2013

28. 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 978-0-415-53702-5 Published by Routledge 2013

29. 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 978-0-415-53702-5 Published by Routledge 2013