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week 28 B2B vs B2C marketing communication - Coggle Diagram
week 28 B2B vs B2C marketing communication
Marketing communication
Media
appeal
customer
company website
digital content marketing is becoming popular in B2B
Chakraborty et al. (2003) what makes good website
Personalisation
Interactivity
Organisation
Privacy and security
Entertainment
Accessibility
Advertising communication
‘a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future’ (Richards and Curran, 2002, p. 74)
The AIDA hierarchy of effects model (Kotler and Armstrong, 2018)
Trade shows or exhibitions
benefits
They are a way to communicate face to face with customers and build relationships.
meeting point for customers, suppliers, and competitors, and often have workshops ,relatively cheap professional development opportunities.
raise the profile & generate brand awareness.
an opportunity to launch a new product or service to industry stakeholders & journalists
weaknesses
They can be expensive: costs
A mismatch in the visitor profiledoes not attract the right audience.
Visitor numbers might be lower than expected, reducing the number of potential customers.
compete for the attention of relevant visitors, given there will be other exhibitors present (probably including close competitors).
Sales aren’t guaranteed,
Personal selling
Sales representative job responsibilities Zimmerman and Blythe (2018)
identify suitable customers
identify problems those customers have or might have
establish a dialogue with the potential customers
refine the view of the problem to take account of the dialogue
identify solutions that are within the supplying firm’s capabilities
explain the solution
represent the customer’s views to the supplying company
ensure a smooth process of supply that meets the customer’s needs
solve any after-sales problems that may arise.
identify revenue-generating opportunities
difficult to maintain the consistency of the communication message
expensive tool.
size of the salesforce is difficult to change quickly
low reach and low frequency
The sales/marketing relationship
STP (segmentation, targeting and positioning)
(Schultz, 2016)
Motivating sales staff
formal and informal sales compensation schemes
motivate high-performing and low-performing sales staff
Practitioner insight
Relationships and technology
elements of the IMP interaction model – parties, environment, atmosphere and processes (Håkansson, 1982; Ford et al., 2011)
Trust
Davis’ three factors of perceived ability, benevolence and integrity
receiving end of marketing communications