1 Global Marketing Chapter 1 Introduction to Global Marketing.
Global Marketing 14
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Transcript of Global Marketing 14
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Global MarketinCommunications
Sales Promotion,Personal Selling,
of MarketingCommunication
(Global Edition)
1C apter 14
In addition to advertising, PR,
and publicity, the promotion
Sales promotion
Personal sellin
Direct mail
Catalogs
Infomercials, teleshopping
Support media (outdoor ad) Sponsorship, events &
experiences
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ro uc p acemen2010ShanghaiWorldExpoPark
3
Sales promotion refers to any paid consumer ortrade communication ro ram of limitedduration that adds tangible value to a product orbrand
Price vs. non-price promotions
. .promotions
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Provide a tangible incentive to buyers
with purchasing a product
Provide accountability forcommunications activity
Provide method of collecting
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attract homeowners
Sales Promotion:Global or Local?
In countries with low levels of economic develop-
ment, low incomes limit the range of promotionaltools available
Market maturity may also differ from country tocountry
Local perceptions of a particular promotional toolor program can vary
Local regulations may rule out use of a particularpromotion in certain countries
Trade structure in the retailing industry can
2011 Pearson Education, Inc.
14-6affect the use of sales promotions
Tools
ObjectivesSam les Advertising
CouponsPatronageRewards
PatronageRewards
SpecialtiesPatronageRewards
Entice Consumers toTry a New Product
Entice Consumers toTry a New Product
Price Packs
Cash Refunds
Contests
Lure Customers Awayfrom Competitors Products
Lure Customers Awayfrom Competitors Products
Get Consumers to Load U
Get Consumers to Load U
Premiums
Games
Sweepsta eson a Mature Product
on a Mature Product
Hold & Reward LoyalCustomers
Hold & Reward LoyalCustomers
Point-of-PurchaseDisplays
Consumer RelationshipBuilding
Consumer RelationshipBuilding
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Sampling
opportunity to try product at nocost
May be distributed in stores, inthe mail, through print media, atevents, or door-to-door Wine tasting in South Africa
Kikkoman soy sauce launched a sampling program insupermarkets in the US; today the US contributes 85% of
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Couponing Printe certi icates entit ethe bearer to a price
special consideration forpurchasing a particular
Couponing accounts for 70% of consumer promotion
pro uc
spen ing in t e US
Free-standing inserts, in-pack, on-pack, cross coupons
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Hot online trend roupon s n us ry ea er
Deals are made with local retailers with
Grown from 1 country to 35 mainly throughacquisition
40 million users in 300 global markets by 2010
Over 50% of users are in Europe, 33% in U.S. Founders rejected Googles $6 billion takeover
offer
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Fraud
Regulations vary by country
sales promotions
a ays ans see coupon usage as em arrass ng
Islam frowns on gambling, so sweepstakes may
no wor
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Tools
ec ves
Allowances
Price-Offs
PatronagePatronage
Premiums
Dis la sPersuade Retailers or
Persuade Retailers or
Buy-BackGuarantees
Rewar sRewar s
Discounts
o esaers o arry a ran
o esaers o arry a ran
Give a Brand Shelf Space
Give a Brand Shelf Space
S ecialt
Free GoodsPush MoneyPromote a Brand in
Advertising
Promote a Brand inAdvertising
AdvertisingItems
ContestsPus a Bran to Consumers
Pus a Bran to Consumers
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Business & Sales ForcePromotions
Generate Business LeadsGenerate Business Leads
Tools
Stimulate PurchasesStimulate Purchases
ConventionsConventions
Reward CustomersReward Customers
Sales ContestsSales ContestsMotivate Sa espeop eMotivate Sa espeop e
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.
GeographicallyGeographicallyConsumer
Advertising
Personal Selling
dispersedconcentrated
Product
InexpensiveSimple to understand
ExpensiveTechnically complex
an ar zeNo special handling
requirements
us om ma eSpecial handling
requirementsTransactions seldom
involve trade-insTransactions frequently
involve trade-ins
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Relatively longRelatively shortChannels
Relatively lowRelatively highPrice
Person-to- erson communicationbetween a company representative and
Focus is to inform and persuadeprospect
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Long-term goal: build a relationship
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Political Risks unstable or corruptgovernments change the rules for the sales
eam Regulatory Hurdles governments can set up
Currency Fluctuations increase / decrease
unaffordable Market Unknowns lack of knowled e of
market conditions, the accepted way of doingbusiness, or positioning of the product may
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erai t e sa es team s e orts
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eograp cro uc
ComplexCustomer
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conditions change
Fixed + Variable + Expenses + Benefits
-do non-sales work
,motivating, control costs butemphasis is on
,
Combination plan is best
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Strategic/ConsultativeSelling Model
Evolved in response to:Increased competition
More complex productsMore emphasis on
Long-term relationships
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Strategic/ConsultativeSelling Model
Personal Selling Philosophy commitment to
adopt the role of problem solver/partner
establishing and maintaining high-quality
Product Strategy plan that can assist the
positioning products to satisfy customerneeds
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Strategic/ConsultativeSelling Model
Customer Strategy plan that ensuresthat the sales professional will bemaximall res onsive to customerneeds
setting objectives for each sales call andestablishing a presentation plan to meetthose objectives
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Strategic/ConsultativeSelling Model
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Approach
Presentation
emons ra on
Ne otiation
Close
erv c ng t e sa e
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Expatriates -
Third-country nationals
Other options
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Advantages Disadvantages uper or pro ucknowledge
g er cos
Higher turnover
commitment toservice standards
ost or anguage ancross-cultural training
Train for promotion
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Advantages Disadvantages Economical
Superior market
Needs producttraining
now e ge
Language skills
ay e e n owesteem
Superior cu tura
knowledge
anguage s s maynot be important
as mp emen a on loyalty
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Advantages
Cultural sensitivity
Disadvantages
May face identification
Language skills Economical
problems May be blocked for
Allows regional salescoverage
promo ons
Income gaps
ee s pro uct an orcompany training
oya y no assure
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Exclusive license arrangements
Contract manufacturing or production
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Joint ventures
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Special Forms of MarketingCommunications
Direct Marketing Direct mail
Catalo s
Infomercials, teleshopping
Concerts, sporting events ro uc p acemen n mov es
Internet Communication
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An communication with a consumer orbusiness recipient that is designed to
An order
Request for further info
A visit to a store or otherplace of business
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Direct Marketing:Going Global
Growth of direct marketing:
Market demassification
Effort of traditional shopping Continuous access
Next-day delivery
Specialty items
ncrease n compu er power
Public issues:
Unfairness
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For Customers For Companies
, -Free
Saves Time
a ng s s or mos nyMarket
Customized Offers
Larger MerchandiseSelection
Ongoing Relationships withCustomers
Comparison Shoppingimed for Higher
Readership & Response
Order Products for Alternative Media/Messageemse ves or Ot ers es ng
Privacy
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Building from Customer Relationship
anagemen Identify customers and accumulate detailed
Differentiate customers and rank them in terms oftheir value to the com an
Interact with customers and develop more costefficient and effective forms of interaction
Customize the product/service offered to thecustomer
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Catalog: magazinestyle
publicationthatfeatures
photographs,
illustrations,
and
extensiveinformationabouta
U.S.1/3ofworldmarket,17billion
mailedin2008
EU: Eliminationofbarriershasled
toaboom
Hong
Kong
and
Singapore
have
efficientpostalsystemsandhighly
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Infomercials andTeleshopping
An infomercial is a form of aid TV inwhich a particular product is
, ,for sale to viewers who call a toll-free
Teleshopping on channels like HSNand QVC is exclusively devoted todemonstration and sellin
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programming content they are viewing
In the UK, more than half of pay- Vsubscribers use ITV
Remote controls have buttons to pusho or er pro uc s s own on screen
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Challenges of OnlineMarketers
Limited consumer exposure & buying
Skewed user demographics &
Chaos & clutter
Security
Consumer backlash
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Su ort Media
Outdoor Ads
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Expenditures for OutdoorAdvertising (% of Total)
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with an event, team, athletic association,
Combines elements of public relationsand sales promotion
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Sponsorship Events &Experiences
Why sponsor events? To identify with a particular target market or life style
o ncrease ran awareness To create or reinforce consumer perceptions of key
To enhance corporate image o create ex eriences and evoke feelin s To express commitment to community To entertain key clients or reward employees
o perm t merc an s ng or promot ona opportun t es
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Expenditures are rising
products and brand names appear in TVs ows, mov es, an o er ypes oentertainment
Marketers also lend or donate products
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