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By: Magda Franco García
The promotion policy is another key factor in the
internationalization. In addition to the dilemma between
promoting Global or local, the type of promotion that we
make will be closely linked to the distribution systems that
we have in foreign markets.
The influence of country brand image is a very significant
fact that any bidder should take into account.
In the promotional aspects should especially consider
consumer habits, adapt to them and get a good result.
La política de promoción es otro de los factores clave en la
internacionalización. Además del dilema entre promoción Global
o local, el tipo de promoción que deberemos realizar irá
íntimamente ligado a los sistemas de distribución que tengamos
en los mercados exteriores.
La influencia de la imagen de marca país es un dato muy
significativo que todo oferente deberá tener muy en cuenta.
En los aspectos promocionales hay que considerar
especialmente los hábitos del consumidor, adaptarse a ellos y
obtener un buen resultado.
La politique de promotion est un autre facteur clé dans
l'internationalisation. En plus du dilemme entre la promotion
globale ou locale, le type de promotion que nous faisons sera
étroitement liée aux systèmes de distribution que nous avons sur
les marchés étrangers.
L'influence image de marque de pays est un fait très important
que tout soumissionnaire doit tenir compte.
Dans les aspects promotionnels devraient surtout prendre en
considération les habitudes de consommation, adapter à eux et
obtenir un bon résultat.
In this presentation we will talk about international
promotion, its importance and the main features to take into
account when we enter in a foreign market.
The activities of international and national promotion are
similar. However, the first are more complex due to the
number of variables to be considered before carrying out
any plan of international promotion. On the one hand, the
company can tailor the product and therefore meet different
brands, qualities, designs, physical characteristics,
customer service, etc. It also has the possibility of applying
different prices and use multiple distribution channels
depending on the foreign markets in which the product is
International promotion strategies evoke the principles of
international marketing communication. Global advertising
influences; strategies and executions opportunities in the
international media, research, culture and legal aspects.
The success of a business relationship involves efforts
through different specific actions that aim to: inform about
the product and persuade, influence on customer
Promotion is the element of the marketing mix used to
inform, persuade, and remind the market the existence of a
product and selling it.
(Licenciatura en comercio internacional)
According to McCarthy and Perreault, the overall objective
of the promotion is to influence behavior
Something that companies expect to achieve with the
promotion is that the expected or group of prospective
buyers who will run the program promotion, audience
prefer and purchase the product they offer. To do this, they
need to influence their behavior, which is not easy to
achieve, and that is why, that this is precisely the overall
objective of the promotion.
International Fairs and exhibitions:
Fairs and exhibitions are
centers where buyers and
sellers meet to showcase and
promote a variety of products,
or select the items or services
that they required. Are very
effective means of promotional
The culture of each country is totally different, the customs
and traditions change according the place where you are;
culture is an important factor in promoting a product on the
We should investigate the cultural characteristics of the
country to know what kind of promotion we will be
Each country has its own rules and laws for the promotion
that can be seen in the country; for example, in Mexico
there is a LEY FEDERAL DE RADIO Y TELEVISION that
indicate the kind of expressions, language, etc. that we can
use in these media.
Before implementing some kind of promotion in the country
you should be investigated that can and can not publish.
Most common mistakes.
1. Losing sight of the main objectives.
2. Promotion for all audiences
3. Failure to comply with the promised benefits
4. Copy or repeat promotions
5. Deceive, hide conditions or develop a complicated
6. To promote values contrary to the mark
7. Promotion too long in time
8. Dissemination of mass promotion
9. Insufficient resources to manage the campaign
IKEA: is known globally for its low prices and
innovatively designed furniture. In China,
however, it faced peculiar problems. Its low-
price strategy created confusion among
aspirational Chinese consumers while local
competitors copied its designs. This case study
analyses how IKEA adapted its strategies to
expand and become profitable in China. It also
assesses some lessons the company learnt in
China that might be useful in India, where it
plans to open its first store by 2014 and 25
stores in 10 to 15 years.
(Valerie Chu, 2013)
How Much Will a Speed-Skating Flap
Slow Down Under Armour?
The main problem for this company is that the suits appear to be relatively slow—with
an air vent in the back that acts more like a drag-racing parachute than a second-saving
Team Under Armour is on the ground in Russia, scrambling to tweak the suits and sew
patches over the criticized air vents, hoping that will fix the problem.
They are trying to solve the problem but I think that the bad comments made are an
desadvantages for its sucess in the future
The importance of the promotion plan effectively lies in the serious
problems that can cause the image of a company planning ineffective, but
instead encourages effective planning sales.
The role of promotion is to communicate to the people, groups or
organizations to provide, directly or indirectly, exchanges by influencing
one or more of consumers to accept a product of the organization.
The promotion is total importance because it is a tool that serves to inform
about the product, persuade and remember all their benefits.
Licenciatura en comercio internacional. (s.f.). Recuperado el 31 de MARZO de 2016, de
Licenciatura en comercio internacional:
López, A. (3 de julio de 2014). www.usbmodels.es. Recuperado el 2 de abril de 2016, de
Stock, K. (14 de febrero de 2014). Bloomberg. Recuperado el 2 de Abril de 2016, de
Thompson, I. (2012). Objetivos de la Promoción. PROMONEGOCIOS.NET.
Valerie Chu, A. G. (2013). Couching tiger tames the dragon. business today in.