B2B Communication: Business To Business Marketing by Shah M Saad Husain 1
B2B Communication: Business To Business Marketing by Shah M Saad Husain 1
B2B Communication: Business To Business Marketing by Shah M Saad Husain 1
B2B Communication
External stakeholders
Value/distribution chain members; suppliers, producers and intermediaries
Local community
Trade and professional bodies
Local and national government, politicians
Independent legal and regulatory bodies
Pressure groups, environmentalists, moral campaigners
Financiers, the ‘City’
Media, newspapers, TV, etc.
Customers, DMU
Competition.
Advantages
Accurate targeting
Figures available
Mass coverage.
Longevity and high opportunity
More detail
Coupon, telephone, e-mail response
Costs
Disadvantages
Demands active participation
Adverts are easily missed.
o Mail
o Magazines
o Newspapers
o Telemarketing (on the telephone)
Direct mail
Direct response in magazines and directories
Direct response in broadcasting
Telemarketing and direct response
Direct response and the internet
Junk messages
Direct response customer lists
Used for:
Setting the right ambience for the product display.
Enhancing the product and attracting attention.
Supplying its take-away information about product and
services.
Generating sales leads.
Disadvantages might be costly promotional material
never used.
B2B
Sales representatives employed to market goods and services to other
businesses, in both the public and private sectors, for use in the
business.
Sales representatives used by a B2B wholesaler to sell on to other
businesses for their own use.
B2C
Sales representatives used to sell producer branded goods and services
to wholesalers or retailers to sell on to the end consumer.
Salespeople used to sell goods and services direct from the producer or
manufacturer to the end consumer.
Salespeople used in retail outlets to sell direct to the end consumer.
Services include
Target identification and benefits wanted
Corporate and product positioning
Strategy choice
Message construction
Media selection
Media payment
Sales support
Research, monitoring and control
Integrating the whole communications effort.