SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez nos Conditions d’utilisation et notre Politique de confidentialité.
SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
BY: Julio César Zubillaga Cortés
This activity is important to know how the companies are
trading in global markets, creating commercial
relationships and exchanges with different countries. This
process has led producers to transfer marketing concepts
into the international promotion of their products and
services. International promotion features a mix of
activities and strategies aimed to get your product or
service to your final consumer in a proper way.
Cette activité est important de savoir comment les
entreprises font le commerce dans les marchés
mondiaux, la création de relations commerciales et
les échanges avec les différents pays. Ce processus a
conduit les producteurs de transfert de concepts de
marketing international de la promotion de leurs
produits et services. La promotion à l'International
dispose d'un mélange d'activités et de stratégies
visant à obtenir votre produit ou service à votre
consommateur final d'une manière appropriée.
Disseminate information to allow the potential buyers learn of the existence of
the product, its availability and its price. Another purpose of promotion is
persuasion. The competition is so intense among various industries, the same as
between companies of a same industry, imposes a tremendous pressure on the
promotional programs of sellers.
International Promotion Strategy.
Personal selling: the direct presentation of a product to a prospective customer
by a representative of the organization selling it to you.
Publicity: Is a non-personal communication paid by a sponsor clearly identified,
that promotes ideas, organizations or products.
Sales promotion: it Is the activity that stimulates the demand that funded by the
sponsor, designed to supplement advertising and facilitate personal selling.
Each market has its own characteristics, between the one and the other
there will be differences of language, religion, traditions, customs, life-
styles, economic and political aspects.
They cover a wide variety of communication efforts to contribute to
attitudes and opinions generally favorable toward an organization and its
products. These can take many forms, including newsletters, annual
reports, lobbying, and the support of charity events or civic.
Most Common mistakes:
Do not innovate the products.
Copy another products of other companies.
Bad quality of products.
Do not investigate the área or group of the target market.
Set of activities or processes intended to stimulate the potential buyer to
acquire the goods, services, ideas, values and styles of life.It is also a
series of mechanisms and actions to encourage the purchase by our
customers in the short term and the sale by channel of distribution and
INTERNATIONAL PROMOTION ELEMENTS
IKEA expands its market.
IKEA is constantly looking for growth opportunities, which have focused mainly on
the following aspects:
Add product categories, meaning that seeks to expand its product range.
not only have a unique article, focusing on the variables that can complement
innovation in its distribution channel, improving its strategy over the years and
adapting to modern times
INTERNATIONAL PROMOTION ELEMENTS
In this case, Under Armour used the pull strategy, because despite
the error that took the pledge, sought to solve the problem at the
time, which achieved a stronger relationship with your customers.
They are also using the push strategy as they have sought to enter
new markets by expanding its product range.
Are of great importance to be able to introduce those
products with a better impact, encouraging the hoarding of
the market, and with the strategies to win more customers,
by which I think they are very good for establish
negotiations with all those agents and be much more
Lerma Kirchner, A., & Márquez Castro, E. (2010). Comercio y marketing
internacional. 4e. Mexico: Cengage Learning Editores S.A. de C.V.
http://www.merca20.com/tag/under-armour/. (2016). MERCA2.0. Retrieved