Chapter 7 - BusinesstoBusinessMarketing Lecture5...

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Business-to-Business Marketing Lecture 5 Business market communication
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Business communication All types of interactions  through businesses through  messages signals  and “ dialogue Basic components of communication are the same  between B2C and B2B: Comm.  Comm.  mix Comm.  budgeting Market communication : “impersonal” form that opts for  the wider market (Chapter 7) Customer (relationship) communication : “personal”  form that opts narrowly for a known individual (Chapter  8)   Lecture 5: Business market communication 
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Integrated communication strategy Comm. strategy: planning , implementation  and control   of firm’s comm. with target audience to achieve specific  objectives Strategic tools combined in a comm. program Advertising Sales promotion Trade shows Public relations Direct marketing Often different business dpts are responsible for  various tools Integration of strategies is nowadays necessary Lecture 5: Business market communication  Example achievements from integration of communications strategies: increased presence  in trade shows or increased use of comm. material from sales people with no change of the  budget   (see box 7.1 p.172)
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Integrated strategies  should  ensure consistent messages   are conveyed Audience also integrates  comm. messages sent: in the same direction as intended by the firm, ignoring the messages altogether, or in a direction never intended by the marketer Marketers cannot control audience’s integration They just can modify their approach through a comm. strategy  that: sets communications  objectives decides on the role of each component to be used in the  communications  mix selects  specific strategies  for each component of the  communications mix (e.g. advert strategy) determines the communications  budget Lecture 5: Business market communication 
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Figure 7.1 Communication mix and customer acquisition process Comm. objectives 1.awareness 2.interest 3.evaluation 4.trial 5.purchase Potential customers - target segments 1.leads 2.enquiries 3.prospects 4.new customers 5.established  customers Comm.  tools 1.Advertising, direct mail,  publicity e.g. industry  conferences  2.Brochures, videos, recorded  demonstrations, website,  tradeshows 3. Website, tradeshows, field sales visits 4.Field sales visits  inside sales calls sales teams Lecture 5: Business market communication  Objectives are related to  how a firm wants the  audience to react  to the  transmitted info Various stages a buyer  progresses when  engaging  with seller  communication material 
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Comm. objectives
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Chapter 7 - BusinesstoBusinessMarketing Lecture5...

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