Communication Flashcards Preview

B2B Marketing > Communication > Flashcards

Flashcards in Communication Deck (11)
Loading flashcards...
1

Give a short overview of the communication instruments

- Public relation (create trust for brand)
- Advertisement
- Sales promotion/exhibition/conferences (starting personal contact)
- Personal sales (convincing potential customers)

2

What does AIDA stand for?

A - Awareness
I - Interest
D - Desire
A - Action

3

How can companies decide their communication budget?

- They can relate previous revenue to potential spending
- Budget communication spending on market peculiarities
Important questions to ask:
- How many % of the raget group should know about the product?
- How efficient will an ad campaign be?
- How often do we have to have ad campaigns to gain the wanted awareness level?
- How much money do we have to spend on the required ads?

4

What is tier marketing?

Innovation marketing (meet customer growth needs) - Relationship marketing - function marketing

5

What is the difference between a push and a pull-strategy?

Push - taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase
Pull - Involves motivating customers to seek out your brand in an active process

6

What are the opportunities of value chain marketing for ingredient suppliers?

- Leaving anonymity
- chances to differentiate from competition
- Reducing dangers of substitution
- Increasing customer loyality, supplier relationships
- Gathering market intelligence
- Positive image in later market stages, brand value
- Overcoming resistances by clients towards innovations
- Increasing market strength towards clients (OEMs)

7

What are the risks of value chain marketing for ingredient suppliers?

- Image problems when OEMs (orginal equipment manufacturer) or distributors misbehave
- Cost- and time-intensive work
- Higher commitment to quality assurance
- Clearly defines target for competitive actions
- Overstocking markets with proprietary brands
- Ressistance by clients

8

Value Chain Marketing may generate opposition by direct customers. What are the market resistances of value chain srategies?

- Resistance against using the related product (Lacking incentives, strong supplier ties, high set-up costs, Lacking know-how)
- Resistance against the application value chain marketing (opposition to marketing concepts, limiting sourcing freedom, opposition to know how advantage, danger of being bought)

9

What are the reasons for increasing the emotional appeal in B2B advertisements?

- The percieved similarity of products increases
- Not all "factual" advertising info can be processed by the target persons due to high amount of info load in daily working routines
- Private life elements interferes with the buying-center members, that effect organizational buying behaviour and buying decisions

10

Why are trade shows and exhibitions so important?

- Promotion (Advertisement)
- Check out competition
- Evaluate potentail customers (Public relations)
- Market orientation
- Information exchange
Trade shows enables customers toview, experience and understand the products in face-to-face interaction with the sellers

11

What are the Key Performance Indicators (KPIs) to measure trade show success?

- Success in reaching target groups (Nu. of visitors, type of visitors)
- Attractiveness of the exhibition stand
- Behaviour of visitors (Analysis of visitor's movements)
- Achievement of non-economical targets (info brokerage, attitudes, interest in products)
- Achievement of economical targets (orders recieved, revenues)