2. Name tags out
Cell phones off
Peer review forms – trouble accessing
Creative presentations – sample posted
HOUSEKEEPING
3. Read Chapter 17 in the text
Creative presentations in class – 4/22 and 4/24
Final exam 5/2
Will cover chapters 11 – 17
Class presentations/speakers
Assigned reading
Study guide over the weekend
BE PREPARED
6. Trucks for delivery companies
Document scanners for banks
Steel for buildings
Digital imaging for dentists
Low-energy lighting for manufacturing plants
Extra-strong, long-lasting furniture for hospitals and schools
B-TO-B PRODUCTS AREN’T THE NORM
8. Audiences
Purchasing defined by job title; people get paid to buy things;
buyers vs users
How B-to-B products are used
Solve business problems and needs; used to make other products
Complexity
Use requires training/special knowledge; must integrate w/other systems
Cost
Typically very high costs/more than equal consumer goods/bulk quantities
Purchasing process – time and teams
Takes longer/evaluation cycle – prove need/buying teams of 6/12 people
Derived demand
Demand for a product based upon demand for another product
Responsibility and accountability
Purchases often evaluated and measured for ROI
How’d the lights end up in this room?
B-TO-B IS DIFFERENT IN MANY WAYS
10. Takes brains to get here and get out of here – B-to-B requires more
analysis…more intellect
Requires the ability to distill and express multiple benefits and messages
to multiple audiences
B-to-B calls for communicating specialized knowledge to specialized
audiences
People who really know B-to-B are uncommon
B-to-B clients tend to be more stable…leads to longer-lasting
relationships…leads to better job security
An agency that’s mastered a complex B-to-B product is harder to replace
Your careers will be defined by the rise of technological brands
B-TO-B IS IDEAL FOR NEWHOUSE GRADS
Today we will deal with some very important questions.But, before we get to them, a little housekeeping.
Poll the classMy assignment for today is to CHALLENGE YOUR DREAMS…TO…QUESTION YOUR DREAMSHow many mentioned BtoB? IBM…FedEx…GE…UPS…Intel…Dupont….Boeing Aircraft, etc.
BtoB means Business to Business but many people think B-to-B means “Boring to business”.Some say BtoB products are boring…that they are technical…that the appeals are all rationalLike, what’s it made of….how much does it weigh…what are it’s dimensions…how many to a box.?Many people say that BtoB advertising is all about the rational aspects of products and nothing about the emotional side.
Actually, these all represent EMA clients in BtoB
Ask the case to comment.
Audience – Answer: B-to-B audiences are different because how and what they purchase can be defined by their job title. For instance, an engineer would buy technology products that relate to his job. Complexity – Answer: Oftentimes B-to-B products can be very complex, requiring special education or training to understand or use. Cost – Answer: Oftentimes B-to-B products can be very costly, can cost far more than equivalent consumer products. Or, oftentimes B-to-B products are bought in large quantities, making the cost of the purchase very high. Purchasing process – Answer: Oftentimes B-to-B products are purchased not by one person but by buying teams consisting of from 6 to 12 people. Purchasing a B-to-B product can take much longer than buying a consumer product. Derived demand – Answer: A term in economics, where demand for a factor of production or intermediate good occurs as a result of the demand for another intermediate or final good. In other word, the demand for hard drives depends on the demand for computers that use hard drives. There is a dependency for one on the basis of demand for the other.
