Business to Business Marketing B2B市场营销分析.ppt

* The social context, group or reference group will mediate the communication and influence whether or not the communication is accepted * Promotional Tools at the Different Stages of the Product Life Cycle Introduction stage advertising and publicity have the highest cost effectiveness, followed by PS to gain distribution coverage and SP to induce trial Growth stage all the tools can be toned down because demand has its own momentum through word of mouth * Maturity stage SP, Ads and PS all grow more important, in that order Decline stage SP continues strong, advertising and PR are reduced, and salespeople give the product only minimal attention * Promoting Industrial (b-to-b) vs. Consumer (b-to-c) Goods Industrial goods the products are often tailored to the customer purchasing requires plenty of negotiations personal selling is the most important tool * Consumer goods inexpensive, non-durable goods: purchase doesn’t require careful consideration, advertising and brand images are important expensive, speciality goods: personal selling is most important in the purchase stage; sales promotion and PR make the sellers work easier AIDA model of customer awareness Attention Interest Desire Action (purchase decision) Satisfaction Service (regular customers) * Industrial Selling and Marketing Communications The characteristics of b-to-b in marketing communications Not mass products. Everyone needs not know, but the important decision-makers must know the products Advertising has not an objective of widest possible audience. It is needed to get in to the eye of the decision-makers * Personal selling is the most important form Lots of negotiations, many stages in negotiations Customer relations are established by personal contacts (with the help of advertising / publicity) and made deeper by long-lasting company and personal contacts Contracts are very specific - special knowledge in law Cultural differences in export/import - skilled salesforce and knowledge of t