Business-to-Business Marketing Case Study Example | Topics and Well Written Essays - 3000 words - 1

Business-to-Business Marketing - Case Study Example Advertising as a tool helps to get a company’s messages to large audiences well through avenues such as television, radio,  Newspapers, Magazines, Billboards, Internet etc.; other mobile technological communication devices may also be used. This method can successfully reach a large number of customers, although it may be somewhat expensive. This tool is usually used through contests, premiums, coupons, samples, demonstrations, incentives or displays. Though it attracts a large number of customers, it can only be used to accelerate short-term sales, by encouraging repeat buying and building brand awareness.  This tool of marketing communication is initiated through news/press releases, public appearances, or sometimes event sponsorships. It is a good way of building trust and goodwill by presenting the service or company in a positive light. Public Relation refers to how a company handles its relationships and the flow of information with the various publics which include the general public, shareholders, consumers, employees, partners, the government and competitors.  Sarah and Peter must look at legal, regulatory, social, competitive, technological, ethical and cultural considerations before opting for any of the above options as a communication tool. One thing that they must avoid is when choosing any of the tool s and activating it, they do not end up reaching an inappropriate audience or cause controversy. It could be damaging for the company when trying to build up brand awareness and encouraging customers to spend on a company’s products. Decisions that link the overall objectives and strategy during the marketing planning phase helps to evaluate and adjust the particular activities of integrated marketing communication.