International marketing strategy and theory ch14

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