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B2B Marketing
Materials:
Brennan, R., Canning, L., & McDowell, R. (2020). Business-to-business
marketing (5th ed.): Sage Publications Ltd.
Chapter 7
Communicating with the B2B
market
Content
1. Factors of promotion mix
2. Difference between B2B and B2C markets
3. Advertising
4. Sales promotion
5. Direct marketing
6. Public relations
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1. Factors of promotion mix
Personal selling
Is the direct presentation between salespeople and clients for the
purpose of selling.
Advertising
Is a subjective and indirect presentation about product and service
ideas.
1. Factors of promotion mix
Sales promotion
Is short-term incentives to encourage customers to buy products or
services
Direct marketing
Is a form of communication that influences each individual without
face-to-face contact
1. Factors of promotion mix
Public relations
Is activities to establish a good image for the brand or the firm in
the community.
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2. Difference between B2B and B2C
markets
Factors B2C market B2B market
The 1. Advertising 1. Personal selling
importance of 2. Sales promotion 2. Sales promotion
the tools 3. Personal selling 3. Advertising
4. Public relations 4. Public relations
5. Direct marketing 5. Direct marketing
2. Difference between B2B and B2C
markets
Factors B2C market B2B market
Content Consumer-centered and Professional buyer-
emotional centered and rational
Main TV, radio, newspapers, Professional magazines,
advertising magazines,etc. directmail, industry
medium yearbook
2. Difference between B2B and B2C
markets
Factors B2C market B2B market
Budget 5% of revenue 1-2% of revenue
Selling efforts Through intermediaries direct
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3. Advertising
a. The role of advertising
• Create a favorable foundation for personal selling
• Reach influencing individuals that salespeople can’t approach
• Help deliver information to customers
• Support communication to members in the distribution channels
• Stimulate demand in consumer markets
• Build a good image in the community
3. Advertising
b. Means of media
Commercial publications and industry magazines
Industry yearbook
4. Sales promotion
Trade fairs
Industries organize trade fairs every year to display and
demonstrate their products
Trade fairs may be regional, national or international.
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4. Sales promotion
Trade fairs
(1) Is where the company meets potential customers
(2) Helps build customer portfolios
(3) Introduces new products
(4) Help the company learn from firms from the same industry
(5) Help the company find intermediaries
(6) Improve the staff’s selling skills
4. Sales promotion
Trade fairs
*Documents and tools to support the distribution channels
• Manufacturers provide them to members in their channels to
support the members in selling.
• Include: catalogue, selling manuals, technical instruction, perform
service, decorative tools for the shop, signs, light boxes, display
shelves, panels, posters, etc.
4. Sales promotion
*Gifts
Desk calendars, wall calendars, notebooks, pens, paperweights,
etc.
Low-valued products that have high communicative values when
they have manufacturers’ logos, names, addresses, phone
numbers, etc. printed on them to help customers remember the
manufacturers when needed.
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5. Direct marketing
Direct marketing influences each individual in a specific wat without
face-to-face contact.
Customers can have a talk with or a direct feedback to the supplier
or seller without any intermediaries.
5. Direct marketing
Catalogue
Catalogues are documents that contain product information and are
provided to customers.
Customers often keep manufacturers’ catalogues to compare
products, prices, selling policies, etc.
Many firms use catalogues to replace their sales representatives.
5. Direct marketing
Direct mail
Direct mails are to establish initial perception about a product,
service, trade fair, etc.
An accurate customer list is needed in order for sending direct
mails to be effective.
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5. Direct marketing
Telephone and mails
- Used for direct introduction to selected customers
- If they are used well, the company can quickly gain information
about:
+ products that customers are currently using
+ the current status of the products
+ purchase plans
+ customers’ demand in the future ...
6. Public relations
Public relations is a tool that helps companies build a good image
for their products and themselves in the community.
This is also an effective tool when the company have crises that
need to be explained to the public.
