Chapter 8 - Lecture5a Lecture5a: Communication...

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Business-to-Business Marketing Lecture 5a Relationship communication
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Communication All types of interactions  among businesses through  messages signals  and “ dialogue Market communication : “impersonal” form that opts for  the wider market (Chapter 7) Relationship communication : “personal” form that opts  narrowly for a known individual (Chapter 8)  1. DIRECT MARKETING 2. PERSONAL SELLING   Lecture 5a: Relationship communication 
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1. Direct marketing “Personal” type of communication direct (postal) mail,  telemarketing,  e-media marketing Involves interaction between individual customers and the  vendor , with customer responses to communication being  recorded data being used to guide  relationship management  programs   (adapted from Institute of Direct Marketing, 2002)  – see  Chapter 9 Lecture 5a: Relationship communication 
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Key characteristics  of direct marketing are: the  absence of face-to-face  contact, and instead the use of media such as  postal mail , telephone  or web- enabled media   (such as the internet and email) for  communication and transactions the  facility to measure responses  to communications  (which can be difficult for advertising campaigns and  personal selling activities)  the use of a  database  from which targets  for  communications activities are drawn and to which  responses  and transactions  are added Lecture 5a: Relationship communication 
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The  direct marketing databases  include info on: Customers and leads/enquiries/prospects  (name, contact  details, company size, activities, purchase process, key  decision-maker, buying choice criteria) Transactions  (type, frequency, timescale, amount) Product categories/brands  (about which communication  campaigns have run and to which customers respond);  and Promotions  (type of campaigns to which a customer is  exposed and results, such as leads generated, contacts  made and sales obtained) Markets, countries or geographic regions  (that may  impact on opportunities and customer behaviour) Lecture 5a: Relationship communication 
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Direct marketing  campaigns : Choosing the target-audience  (enquiries, prospects,  existing or lapsed customers) Compiling a list of individuals to-be-targeted  from own  database or bought from external sources  Setting objectives of financial emphasis (e.g. achieve a certain sales or  profits target or acquiring a % of new customers from the  targeted audience -penetration), or  generating awareness or stimulating trials, or retaining a level of previously acquired customers  Selecting medium  appropriate for target audience Lecture 5a: Relationship communication 
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