Examination of IMC in B2B (1) Summarize this article: The focus of this article is IMC (integrated marketing communication), which is a communication attempt that uses one consistent message to reach a diverse audience. This article also attempts to establish an understanding of IMC and its boundaries. Focus of IMC has mainly been seen in B2C markets but it is becoming visible that small B2B firms find this concept necessary for cost savings. A narrow perspective of IMC was defined by Phelps and Johnson, stating that IMC is the “integration of promotional tools,” used to “receive maximum impact from minimum investment. Pickton and Hartley defined the broader perspective of IMC, and it “suggests that integration of all business operations is required in order to realize IMC objectives and achieve a competitive advantage. ” This article also focus on the “Tasmanian Light Shipbuilding Cluster (TLSC),” who used IMC techniques for B2B relations. TLSC consists of shipbuilders from Tasmania who worked with the Tasmanian government to create IMC to generate business internationally.
This cluster developed from a group of Tasmanian shipbuilders who went to Japan and could not sell their products because they could not generate a single message to the Japanese buyers about their product. This resulted in the loss of the Japanese market to New Zealanders with a more strategic united message. The Tasmanian shipbuilders realized they needed help and turned to their government as a stakeholder. This joint partnership has survived since 1996. The analysis showed that firms needed “to be informed of benefits according to a broader view of IMC theory. (2) What is the main contribution/findings of this article to the B2B industry? This article mainly contributes to B2B by suggesting that in order for B2B companies to thrive and save on costs they need to establish IMC. Business communication and establishing relationships can be made simpler if firms can adopt IMC. (3) What novel concepts are discussed in this article? The novel concept of integrated marketing communication in relation to B2B is discussed in this article. This concept previously had been mainly geared to B2C markets. 4) What are the main points the article failed to discuss? The article failed to discuss true disadvantages to adopting the IMC theory. What if customers are highly diverse that it might be impossible to put this theory into action. Is there a fall back plan if this theory cannot be adequately used? (5) What did you learn from this article? I learned that firms are considering a single marketing effort to effectively reach their diverse audience. I always assumed that communications with diverse prospects had to be highly customized. 6) Why is this article important? This article is important for B2B marketers to understand that it is plausible to use the IMC theory. Saving on costs in business is always crucial, so this article might be considered in future decision making. (7) How does the material in this article relate to the textbook material discussed this week? This week we will be discussing chapter 18, controlling business-marketing strategies. This article specifically focuses on a type of marketing control, i. e. IMC. IMC is a way to control “efficient marketing effort allocation. (8) What personal experiences do you have which could make a contribution to this article? My personal experience deals with having to generate various marketing communications in my advertising class. If my group had used more of an IMC approach I would have saved a lot of time and effort. (9) Attempt to write a statement or summarize a point from this article which you believe 50% of the class would agree with and 50% of the class would disagree with: A dynamic marketplace is making it essential for an integrated marketing communication approach.