Vitale Ch13 Communicating w

7/31/2019 Vitale Ch13 Communicating w

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Chapter 13Communicating with the Market

Prepared by John T. Drea, Western Illinois University


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Elements of the Promotional Mix

Personal Selling

Advertising

Sales Promotion

Public Relations


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Exhibit 13-1 A Model of the Communication Process


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Basic Terms

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 (nonpersonalcommunication).

Marketing communications

-Public relations

Advertising & Sales Promotion (A & SP)


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Feedback

Rapidly changing markets frequently require feedbackbeforesales results are available.

Direct response requests (surveys, warrantyregistrations) can be important, but require an activeinterest by customers to provide feedback.

Personal selling and relationship marketingare criticalto the feedback process they allow for immediate

and personal feedback.


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Message interpretation is subject to

SelectiveExposure

Refers to theactual media

to which areceiver maybe exposed.

SelectiveAttention

Only usefulinformation isseen or heard.It is used to

preventinformationoverload.

SelectiveRetention

Refers to thestorage

function theportion of amessageretained

that is recalled.


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What Promotion Canand CantDo

Promotion can

Encourage awareness

Inform about

availability Persuade trial

Build image

Encourage repurchase

Support selling efforts

Promotion cant Sell products that are

not needed

Substitute for a bad

product or poormarketing strategy.

Convince customers togo out of their waywhen a comparableproduct is available

Convince customers topay more thanperceived value


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There are three categories of sales promotion.

Salespromotionfocused onthe sales

team

Salespromotionfocused on

channelintermediaries

Sales

promotionfocused oncustomers


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Public Relations

PR defined: All efforts to obtain the attention and favorable

coverage of the firms 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 orguerilla marketing activities (attention-getting smallevents to get the company noticed and obtainword-of-mouth)


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Ex 13-3 Buying Decision Processes andMethods of Nonpersonal Communications

Process Flow Stages NonpersonalCommunications Can

Problem definition

Solution definitionProduct specification

Help identify

problemsProvide informationfor defining solutionsHelp customers

remember vendors

DEFINITION STAGE


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Solution provider

searchAcquire solutionprovider(s)

Provide information

on vendorsProvide informationon products andpartners

SELECTION STAGE


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Customize as

neededInstall/test/train

Deliver service and

training information

DELIVER SOLUTION STAGE


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Operate solutionReach end resultEvaluate outcomesDetermine next setof needs

Provide reinforcement

Deliver serviceinformationShare performancedata for evaluation

END GAME STAGE


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Convergenceof the

Promotion MixPrint Promotions

CorporateAdvertising


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Types of B2B Print Promotions

Advertising inTrade Journals

Directory Advertising

Consumer Media


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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 thebusiness over a smaller, lesser knowncompetitor

Why use corporate advertising?


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Types of Sales & Support Literature(also called collateral materials)

Catalogs,Product Brochures,and Data Sheets

CapabilitiesBrochures

TechnicalBulletins,Test Reports, and

ApplicationHistories


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Trade Shows

Determining whichtrade shows to attend?

Which shows areimportant tocustomers?

Which shows areimportant to industryanalysts?

Which shows have

the best audience forannouncements?

Which are likely to beattended by the targetaudience?

Trade show issues Who should attend?

Should your companyhave an exhibit?

What will the exhibitbe?

How can we capitalizeon the trade show

after it is over?


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Internet and Web Communications inBusiness-to-Business Marketing

The Web is used for twoprimary functions in B2B marketing:

FacilitatingProduct Sales

andChannel Functions

Communicatingwith Customers

and ChannelMembers


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B2B web sites can help buying

center members in several ways:

Recognize andunderstand their

problems


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B2B web sites can help buyingcenter members in several ways:


problems

Collect and compareinformation about

alternative solutionsand costs


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problems




alternative suppliers,partners, and delivery of

value


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problems

Provide access to trainingmanuals, user manuals,

and troubleshooting guidesfor use during installation,testing, and product use




alternative suppliers,partners, and delivery of

value


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Other Types of E-Applications

in B2BCommunications

Newsletters

Opt-In e-mail

Effective InternetCommunications

On-LineSeminars

Newsletter

Advertising

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