24205 Lecture Notes - Lecture 7: Business Marketing, Customer Retention, Personal Selling
Document Summary
Identify appropriate b2b marketing communication strategies, including the imc approach. Imc = planning, executing & monitoring brand messages that create customer relationships (gaining/reattaining customers) Getting users to ask for your brand. Rely on intermediary to communicate with end users) Entails cultural approach towards actors (product instructions) Commitment to msg from all staff (need to communicate all dmu: evaluate the effectiveness of communication/promotional tactics. Personal selling (paramount in b2b consultative selling co create) Agencies (must be able to brief so they know strategic direction) Used to generate leads (inquiry about products) Samples, bonus packs, coupons, competitions (st focus) Customer retention (more profitable over time cross selling) Success determined by ability to deliver on its revenue commitments. Generating leads (enquiries) and monitoring/following up: evaluate the effectiveness of communication media. * don"t think too narrowly (cid:523)communication is more than just advertising(cid:524) Social media: recognise the potential benefits of the internet as a communications tool in organisational markets.
