1 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Members of the buying center respond to messages;  Messages must assist members of the buying center to progress through the buying decision process  Messages must be crafted to implement the positioning chosen in the design of marketing strategy 2 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Starts with knowledge of customers  Maintains a clear and consistent message o Web communication allows many messages to be perceived by people in other segments o Any incongruence will quickly be noted and communicated across the web to other segments 3 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Update and review entire marketing effort for communication consistency  Integrated effort drives marketer to view interdependence of marketing mix, enabling o Design for the customer decision process o Recognition of promotional opportunities 4 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Implications for getting the best messages to audiences in business marketing communications:  Be aware of differences in jargon between industries  Be aware of limitations/distortions introduced by various media  Seek feedback quickly, in all forms, to make adjustments as necessary  Recognize that the customer, the message and the media combined should be selected as the most appropriate for the customers’ industry 5 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Includes the following elements: o Personal Selling o Advertising o Sales Promotion o Public Relations 6 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Person to person conversation  Immediate feedback allows adaptation of message  Costly per contact, but effective in persuasion 7 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Paid access to media – monologue conversation often with no direct feedback  Needs to carry short message  Low cost per contact  Usually not good for direct influence on final decision 8 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

DiscountAllowanceFree goods Push moneyAdvertising items

 Efforts to get favorable coverage of the business by third-party media and publics – convey simple messages through third-party media  Build a relationship with media  Employ creativity in getting coverage  Useful to retain a PR agency 10 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Personal selling  Product presentations and demonstrations  Relationship building with customers, channels and company sellers  Building customer memory with premium merchandise and print promotion  Building credibility and customer memory with presentations, seminars and panel discussion participation  An opportunity to learn about customers and competitors 11 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

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 Which shows to attend  Who should go  What statement/positioning should design of exhibits reinforce  What is our marketing message? 13 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Internet communications facilitate rapid detailed interaction between customer, marketer, seller and service person  Advantages: o Low-cost interactivity o Immediacy, real time or near-real time feedback and adaptation  Internet communications can be effective in any stage of the buying decision process 14 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

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 Know the customers as well as possible  Coordinate Internet communications with other forms of communications  Track effectiveness – server logs offer good data on user/customer response behavior 16 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Website  Opt-in  Newsletters  Webinars  Blogs and social media 17 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 recognize and understand their problems  collect and compare information about alternative solutions and costs  collect and compare information about alternative suppliers, their partners and their successful delivery of value to prior customers  obtain additional materials  use a product configurator to test alternative solution ideas 18 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Designed to address different segments as viewed by the customer  Identify site visitors as they access the site  Designed for ease of use in the customer’s decision process – from the customer’s point of view 19 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Used when an interested person gives permission to send messages  Works best when the prospective customer has visited the web site and has responded positively  Must have something of value to communicate when you send the  Requires attention to updates, current information  Becoming less effective because marketers have abused the trust of the audience and sent too many worthless messages 20 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

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 If well constructed, these are relatively low-cost  Have the advantage of self-selection by prospective customers who are interested in the information 22 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

 Marketers are still learning how to use these methods  It does seem that having real mutual interests and letting the conversation progress are the keys to useful interaction 23 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall1-24 Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.