LESSONLESSON 19-119-1GOALSGOALS

Diagram the Diagram the elements of the elements of the communication communication process.process.

Describe the Describe the elements of the elements of the promotional mix.promotional mix.

GLOBAL COMMUNICATIONS AND PROMOTIONS

The Communication ProcessBusiness need to communicate to buyers:

Inform and Persuade with promotions.

Communication Involves: Sender Audience Encoding Medium Decoding Noise Feedback

The Communication Process

Noise

Source Encoding Message Medium Decoding Audience

Feedback

Question????

What are some factors that reduce the effectiveness of communication?

What are some examples of ways customers give feedback?

International Promotional Activities

Communication is the basis for promotional activities.

Promotion involves marketing efforts that inform, remind, and persuade customers.

International Promotional Activities

Four main promotional activitiesAdvertisingPersonal sellingPublicitySales promotion

Advertising

Any form of paid, non-personal sales communication.

Mass Selling

Sale, Sale

Personal Selling

Direct communication between sellers and potential customers.

Face-to-face, over telephone, emails.

Publicity

Any form of unpaid promotion.Newspapers or television coverage.

Sales Promotion

All of the promotional activities other than advertising, personal selling, and publicity.

Coupons, contests, free samples, in-store displays.

International Promotional Mix

Promotional Mix is the combination of advertising, personal selling, publicity and sales promotion used by an organization.

Consider culture, politics, laws, and economic environments to know what is best for each business/products.

Pull vs Push Promotions

Are marketers concerned with end users or with distributors??

Pull promotions are directed at end users.TV commercialsAdvertisements in magazinesCoupons

Push promotions market to distribution channel.Get wholesalers and retailers to “push” a product to

their customers.Discounts to retailers In-store displaysContests for salespeople.

LESSONLESSON19-219-2GOALSGOALS

Explain the activities Explain the activities involved in planning involved in planning advertising for global advertising for global markets.markets.

Explain the advantages Explain the advantages of using an advertising of using an advertising agency.agency.

PLANNING GLOBAL ADVERTISING

Advertising Planning Process

Analyze target marketAnalyze target market

Create advertising message

Create advertising message

Select mediaSelect mediaExecute and evaluate

Execute and evaluate

Major Advertising Media

Newspaper advertisingTelevision advertisingRadio advertisingMagazine advertisingDirect mailOutdoor advertisingInternet advertising

LESSONLESSON19-319-3GOALSGOALS

Summarize the personal Summarize the personal selling process used in selling process used in international business.international business.

Discuss the use of public Discuss the use of public relations and sales relations and sales promotion by promotion by multinational companies.multinational companies.

GLOBAL SELLING AND SALES PROMOTIONS

Personal Selling

Recall, personal selling is direct spoken communication between sellers and potential customers.

Personal Selling Activities –

Include –

Telemarketing involves the selling of products during telephone calls to customers.

The Personal Selling Process

Step 5: Provide customer service

Step 4: Close the sale

Step 3: Obtain feedback

Step 2: Prepare a presentation

Step 1: Identify customers

The personal selling process

Identify CustomersComputer DatabasesCurrent Customer ListsTelephone CallsReferrals from employeesMail-in coupons

Prospecting

Prepare a Presentation

Creative and Effective product description and demonstration.

Highlighting products main features, positive traits, and marketplace acceptance.

Specific information to address needs and wants of customers.

Obtain Feedback

Always look for objections and oppositions to the product.

Awareness allows salesperson to provide additional information to overcome any negative opinions.

Close the Sale

Salesperson asks the customer to commit to the purchase.Is this the style you were thinking of buying?If we can deliver it in three days, would you be

interested?Would you like the item in blue?If we included the extended warranty, would

that meet your needs?

Provide Customer Service

Customer needs continue with operating instructions, repairs, and additional products.

FACT: Keeping existing customers is less expensive than finding new ones.

Relationship Marketing – creates long-term, mutually beneficial buyer-seller relationship.

Personal Selling in International Markets

Expatriates are employees living and working in a country other than their home nation. Have knowledge but not culture.

Local nationals are employees based in their home country. Product knowledge must be taught.

Third-country nationals are citizens of one country employed by a company from another country who worked in a third county. Speak several languages and are culturally sensitive.

Other International Promotional Activities

Public relationsFavorable public image

Global sales promotionsCouponsPremiumsContests and sweepstakesPoint-of-purchase promotionsSpecialty advertising

Bonus Time

Bring in an example of the following:CouponsPremiumsContests and SweepstakesPoint of Purchase PromotionsSpecialty Advertising