《B2B营销第13章》-公开·课件设计.pptVIP

Elements of the Promotional Mix Exhibit 13-1 A Model of the Communication Process 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 (nonpersonal communication). Feedback Message interpretation is subject to… What Promotion Can and Can’t Do Promotion can… Encourage awareness Inform about availability Persuade trial Build image Encourage repurchase Support selling efforts Promotion can’t Sell products that are not needed Substitute for a bad product or poor marketing strategy. Convince customers to go out of their way when a comparable product is available Convince customers to pay more than perceived value There are three categories of sales promotion. Public Relations PR defined: All efforts to obtain the attention and favorable coverage of the firm’s 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 or guerilla marketing activities (attention-getting small events to get the company noticed and obtain word-of-mouth) Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications Convergence of the Promotion Mix Types of B2B Print Promotions 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 the business over a smaller, lesser known competitor Types of Sales Support Literature(also called collateral materials) Trade Shows Determining which trade shows to attend? Which shows