Lecture International marketing: Strategy and theory - Chapter 14: Promotion strategies: Personal selling, publicity, and sales promotion

Chapter 14
Promotion Strategies:
Personal Selling,
Publicity, and Sales
Promotion


Chapter Outline
 Promotion

and Communication
 Promotion Mix

 

 


Chapter Outline
 Personal

-

Selling
Personal Selling vs. Advertising
Varying Quality and Style of Personal Selling
Intercultural Negotiation
Motivation
Telemarketing
Expatriate Personnel
 

 


Chapter Outline






Publicity
The Nature of Publicity
The Management of Publicity
Negative Publicity
Sales Promotion
The Nature of Sales Promotion
Restrictions
Overseas Product Exhibitions
 

 


Purposes of Promotion
 communicate

(inform)
 persuade (influence)

 

 


Process of Communication
 Source
 Encoding
 Message

(Information)

 Decoding
 Destination

 

 


Promotion Mix
 Advertising
 Personal

Selling

 Publicity
 Sales

Promotion

 

 


Publicity
 Nature

of publicity
 Management of publicity
 Handling negative publicity

 

 


Sales Promotion
 Nature:

temporary, supplementary
techniques to stimulate demand
 Techniques: coupons, sweepstakes, games,
contests, price-offs, demonstrations,
premiums, samples, money refund offers,
etc.
 Legal restrictions
 

 


Personal Selling
 Personal

Selling vs. Advertising
 Varying Quality and Style of Personal Selling
 Intercultural Negotiation
 Motivation
 Telemarketing
 Expatriate Personnel