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4MD3 Business to Business Marketing

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the cases done in class are not on the exam ... Chat rooms. Website still initiated by the marketer. but customers provide the content ... – PowerPoint PPT presentation

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Title: 4MD3 Business to Business Marketing


1
4MD3 Business to Business Marketing
  • Steve Howse, C. Dir
  • March 6, 2008

2
Date Thursday March 13, 2008230 to 520
  • In preparation of the exam next week - here are a
    few tips
  • focus on the text, the lectures reinforce the
    readings the cases done in class are not on the
    exam the format is a mix of T/F, Multiple
    Choice, Short Answer and a Short Case it is a
    closed book exam, no material can be brought in
    except your ID, pencils/pens/ erasers and a
    McMaster approved calculator
  • A few tips

3
TIGHT AND LOOSE SALES LEADS
  • meaning?
  • tightness is created during lead generation
  • how create tight leads?
  • ask the prospect to accept an obligation
  • or to do some work  
  •  how create loose leads?
  • use an incentive
  • a mix of tight and loose leads is needed

4
PREVIEW OF PERSONAL SELLING
  • intro to PS
  • BM/CM differences - PS
  • PS as an interface function
  • the PS process
  • more PS concepts
  • tight and loose sales leads

5
DIRECT MARKETING
  • database-centred marcom
  • requires a response that is
  • measurable  
  • direct to the manufacturer (DIRECT RESPONSE
    MARKETING)
  • direct marketing media 
  • direct mail 
  • e-mail
  • telemarketing 
  • the Web

6
DIRECT MAIL
  • the near-perfect promotional medium
  • mailings are typically tiered
  • synergy with personal selling
  • response rates  
  • direct mail costs

7
THE FOUR PARTS OF A DIRECT MAILING
  • envelope
  • letter
  • enclosure  
  • customer-reply device

8
E-MAIL
  • avoid outbound "spam"
  •  
  • e-mail has its uses
  • integrate with other media

9
TELEMARKETING
  • systematized selling by phone
  • inbound telemarketing
  • outbound telemarketing AKA inside selling is
    good for.
  • generating qualified sales leads
  • selling to high-access-cost customers
  • even selling to all customers (low cost
    products)
  • cost per outbound contact (15 to 20)

10
MORE ON TELEMARKETING
  • how to make it effective  
  • pros to doing "in-house"?  
  • pros to "contracting out"?

11
LISTS
  • needed for the foregoing forms of DM
  • you can create your own house list
  • or rent or purchase a list (trade publications
    etc)
  • compiled lists (scrubbed)
  • response lists (bought from mail before)
  • list brokers
  •  

12
THE WEB
  • not strictly direct marketing
  • B2B dominates total sales on Web  (101)
  • why less popular with consumers?
  • marketer sites have varied purposes
  • online information
  • database publishing
  • customer self-service
  • transactions

13
ADVANTAGES TO MARKETERS OF THE WWW
  • marketer extends its geographic reach
  • a small marketer looks larger
  • customer exposure is verifiable
  • marketer communicates info fast and 24/7
  • some two-way communication possible
  • low-cost alternative channel
  • customer outsourcing should increase

14
KEY DISADVANTAGES TO MARKETERS OF THE WWW
  • can undercut the basic goal of marketing
  • Dont compete on price
  • and hurt the relationship
  • and lower the unit price paid - reverse auctions
  • swings power balance to buyer

15
OTHER DISADVANTAGES TO MARKETERS OF THE WWW
  • a large marketer looks smaller
  • suited to cataloguable products only
  • not for high-risk products
  • customers must actively search
  • marketer must promote the site
  • site can create channel conflict

16
ANOTHER KIND OF MARKETER SITE - ONLINE BRAND
COMMUNITY
  • BLOGS
  • Chat rooms
  • Website still initiated by the marketer
  • but customers provide the content

17
THE BUY-SIDE OF THE WEB
  • online buying reduces purchasing costs
  • usage level varies by buyers industry
  • two types of purchasing site

18
CUSTOMER-ESTABLISHED PURCHASING SITES
  • a direct link to suppliers
  • reverse auction

19
MIDDLEMAN-ESTABLISHED PURCHASING SITES
  • sites established bymarket-makers
  • catalog hubs
  • vertical market sites
  • reverse auctions again!

20
Have A Goal List
  • Two columns (want to do BTDTGTTS)
  • These are personal goals
  • Run a marathon or See the great wall of China
  • Concerts to see or vacations to go on
  • Some are time sensitive
  • Skydiving
  • Bike trip through Italy
  • Keep the list throughout your life
  • Add to it, remove items, enjoy what you have
    accomplished

21
Texas Instruments
  • What questions would you need to ask to begin
    building an intigrated market communications
    program for the digital signal processor?
  • What are the most important things you know now?
  • What would you need to know?
  • What are the key audiences you should be
    considering?
  • Build a behavior timeline for each of these
    audiences
  • Outline a brief IMC plan to accomplish the task
    set out in your behavior timeline.
  • How would you begin to compute the ROI on the
    program?
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