Business to business marketing Essay Example | Topics and Well Written Essays - 3000 words - 1

Business to business marketing - Essay Example Therefore, it is important for the marketers to get acquainted about the development and functioning of the product and visions of the company in order to get it communicated across to the customer (Armstrong & Kotler, pp. 23-29, 2008). CCS is already focusing on personal selling; therefore, the section will focus primarily on non-personal tools. Non-personal media form an important constituent of the marketing sphere and comprise of communication channels that do not involve any personal interaction with the customer. The examples of non-personal channels of marketing include â€Å"major media, atmospheres, and events† (Capon, pp. 49-53, 2008). The major media comprises of different categories. One is print media, which includes â€Å"newspapers, magazines, etc† (Capon, pp. 49-53, 2008). Another one is broadcast media, which includes marketing through radio and television. The third type of major media is display media, which includes billboards, signs, etc (Kurtz & Sn ow, pp. 56-64, 2009). Atmosphere, on the other hand are artificially designed environments, which promote the product implicitly through different factors that reinforce the customer to buy the product. Events, another type of non-personal channel are staged performances that market the product to target audiences explicitly, for instance, exhibitions and press conferences (Kurtz & Snow, pp. 56-64, 2009). The non-personal communication forms a complex cycle of communication in which the information first flows from different media like television etc to the opinion leaders, which in turn, communicate the message to target audiences. A bridge between audience and media, the opinion leaders are the direct focus of marketing techniques. Public relations (Armstrong & Kotler, pp. 67-71, 2008) also play a crucial role in non-personal method of marketing. One reason for this may be the fact that they sound more believable than other resources. Many agencies underestimate its value by using it as a post-campaign material whereas if used efficiently, its can reach out to more people than other tools of marketing can. Public relations deal with building goodwill of the company by favorable publicity and avoiding the negative one (Armstrong & Kotler, pp. 67-71, 2008). Despite of its poor use in the past because of less awareness in the arena, many agencies are taking up public relations more seriously and investing more money and human resources to its use (Capon, pp. 46-62, 2008). In order to do so, public relations departments are prevailing across the industrial sector. The tools of public relations are employed by companies to evaluate public behaviors, interests, and ways to venture into campaigns that can gauge maximum public acceptance. This signifies how important public relations is in a sense that it plays an important role in marketing by adequately judging public attitudes, exploring new areas in which ventures might be fruitful and by correct execution of pr ograms that can attract the right customers. Several resources can be used to enhance public relations. This may include â€Å"news, speeches, special seminars or gatherings, print material for instance brochures, newsletters, and annual reports† (Kurtz & Snow, pp.