New Approaches to the Business-to-Business Marketing Communication

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ISSN 1822-6515
EKONOMIKA IR VADYBA: 2011. 16

ISSN 1822-6515
ECONOMICS AND MANAGEMENT: 2011. 16

NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING
COMMUNICATION
Eva Chlebišová1, Jana Kyzeková2, Markéta Zajarošová3
1

Technical University Ostrava, Czech Republic, eva.chlebisova.st@vsb.cz Technical University Ostrava, Czech Republic, jana.kyzekova.st@vsb.cz 3
Technical University Ostrava, Czech Republic, marketa.zajarosova@vsb.cz 2

Abstract
Approach to the business-to-business communication goes through the significant changes. The global crisis caused the shift to cheaper communication methods with the stress to the overall communication efficiency. The Internet and social on-line networks gets to the foreground. Former approach of the group-togroup communication is also revised according to the new requirements on the business-to-business communication targets and new possibilities of more efficient marketing communication tools. The importance is given to the multi-layer communication and integrated marketing communication. This paper is based on the revision of current theoretical literature and the main aim is to describe motives of integrated marketing communication creating, specifics of business-to-business messages and current significant change in the incentives from rational to emotional, which are targeting individual members rather than groups or firms. The paper proposes new trends and approaches in current business-tobusiness communication based on the Gilliland’s and Johnston’s communication model published in 1997. Keywords: business-to-business marketing, marketing communication tools, IMC, organizational buying behaviour.

JEL Classification: M31.

Introduction
Differences between communication in business-to-business (B2B) markets and communication with consumers have to reflect the specifics of decision making process. On consumer markets, communication relates not only to pre-buying and buying behaviour, but mostly to general individual motivation for buying a product or a service (Fill, 1995). While the individual customers making their buying decision individually or within the influences of close social groups, the buying process on B2B markets results the most from problems of organisations, for nonpersonal use, rather on the individual feeling of insufficiency or dissatisfaction which is typical for business-to-customer markets. Also organisational buying decisions are done by a group of professionals on a more rational base, therefore the buying process of organisations is supposed to be more sophisticated. Moreover, members of a decision making unit (DMU) usually participate in purchase in the view of order frequency, its financial dimension, the complexity of buying decision and have different roles in the complex decision process with various level of responsibility. Also the structure and quantity of members in the DMU differ in individual enterprises according to the type and purchase complexity and according to the size of the enterprise itself. The main aim of marketing communication in B2B markets may be the change of attitudes and opinions of the DMU members with the use of a mixture of personal and impersonal communication tools aimed at an organization purchase unit. Important is to target members who have significant influence on final buying decision (De Pelsmacker et al., 2003). The influence of marketing communication message on the members of a purchase decision making unit is changing according to the phase of the decision making process. A key role is given to accessibility and achievability of information in the initial phases, that means in the process of recognition and evaluation of product specification (Fill, 1995). The first step of the communication planning is to realize who the B2B communication is focused on. Nowadays there is a prevailing opinion that a customer is not an anonymous enterprise but a very particular person (e.g. an owner, a manager,...
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