Master in Marketing Integrated marketing communication The integration of psycho
ID: 451026 • Letter: M
Question
Master in Marketing Integrated marketing communication The integration of psychological sciences and marketing is fascinating. What I am finding more difficult to really nail down the psychographics in business to business relationships as so many drivers come into play for example a purchasers personal buying dynamics as well as their working environment motivates eg: personal advancement as well as the operational culture of the business. Its seems a complex dynamic to navigate, at any given point one of these factors could supersede the others. Barry and Weinstein (2009) describe corporate orientation impacting on buying decisions depending on whether the organisation is oriented towards internal maintenance or instead more focused towards its external positioning. Verhallen et.al (1998) argue that B2B buyers can be segmented into four motivational types: defenders prospectors analysers reactors This psychographic classification is the most comprehensible (to me) B2B explanation I have come across. Would like to know your thoughts.Explanation / Answer
The classification based on psychographics is indeed the most comprehensible form of business to business explanation since the it is very difficult to differentiate or analyse people based on their psychographics. These characteristics fo beyond the external market positioning venturing into the psychology, lifestyles, and behaviors. In this type of classification people are classified based on their personal hobbies and interests.
Psychographics will help the company to understand as to why the consumers prefer to buy their products where as demographics is the science of marketing which will help the organization to know as to who will buy their product or service. The character of a person are the intrinsic values which the organization will not be able to find out unless they have a clear understanding of their consumers. It will otherwise be difficult for the organizations to have integrated marketing communication. The Integrated Marketing Communication ensures that all forms of communications and messages are carefully linked together, this means that all the promotional tools are linked together in order to make them work together in harmony.
Defenders, prospectors, analysers and reactors are all different types of people who are classified based on their characteristics. They play a major role in determining the market communication as few of them might be receptive and few more might be reactive, the integrated marketing communication should be in such a way that it integrates all types of people.