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International Promotions

Promotional strategy involves identifying the target audience, determining communication objective, determining the message, budget decisions, and communication mix decision. Participating in international trade fairs and exhibitions also help bring in customers. Personal selling is the most advantageous method of marketing communication.

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International Promotions

  1. 1. Chapter 12International Promotion International Marketing Chapter-12 International Promotion
  2. 2. Objectives Why international promotion is important What are the complexities of promotion in international marketing What are the important steps in developing an effective communication What is communication mix International Marketing Chapter-12 International Promotion
  3. 3. What is the role of export promotionorganizationWhat is the role of trade fairs andexhibitions in IMWhat is the role of personal selling inIMWhat are the problems in IMcommunication International Marketing Chapter-12 International Promotion
  4. 4. Introduction The word communication in marketing simply means the transmission of a message, to the buyer or the consumer or the channel of distribution in which the supplying company aims to tell each one of these receiver why they should buy or handle the product. International Marketing Chapter-12 International Promotion
  5. 5. Marketing Environment AndPromotion Strategies Because of the differences in the marketing environment, promotion is often a very complex problem in international, particularly in multinational marketing. As in the case of product, the SRC can result in the failure of the promotion. International Marketing Chapter-12 International Promotion
  6. 6. Major Decisions In InternationalMarketing Communication Identify the target audience Determining communication objectives Determining the message Budget decisions Communication mix decision International Marketing Chapter-12 International Promotion
  7. 7. Communication Mix Advertising Mass media advertising and direct advertising Sales promotion Personal selling Public relations International Marketing Chapter-12 International Promotion
  8. 8. Role Of Export Promotion Organizations The organizations undertake export marketing communication byi. Advertisingii. Sales promotioniii. Public relations International Marketing Chapter-12 International Promotion
  9. 9. These organizations can be instrumental ini. Creating awareness about India’s potentialsii. Impressing foreigners about India’s advances and technical capabilityiii. Improving the quality image of India. International Marketing Chapter-12 International Promotion
  10. 10. Trade Fairs And Exhibitions A trade fair, as its name implies, is target directed. It is staged for the purpose of selling goods or demonstrating new ideas and techniques. An exhibition, on the other hand, is not specifically for trade but for the public. There are two types of fairs,1. General fairs/horizontal fairs2. Specialized fairs/vertical fairs International Marketing Chapter-12 International Promotion
  11. 11. Personal Selling InInternational Marketing Personal selling is the personal communication of information to persuade prospective customer to buy something – a product, service, idea or something else. This is in the mass, impersonal communication of advertising, sales promotion and other promotional tools. International Marketing Chapter-12 International Promotion
  12. 12. Steps In ManagementSalesforce1. Selection2. Introduction and training3. Compensating and motivating4. Supervising5. evaluation International Marketing Chapter-12 International Promotion
  13. 13. Personal Selling Process Presale preparation Prospecting Pre-approach Presentation Post-sale activities International Marketing Chapter-12 International Promotion
  14. 14. Problems In InternationalMarketing Communication Differences in regulations Cultural differences Media factors Infrastructure Cost factors Language factors Home country regulations International Marketing Chapter-12 International Promotion
  15. 15. Summary Promotional strategy needs to be tailor- made to suite the particular marketing environment. Some major decisions arei. Identifying the target audienceii. Determining communication objectiveiii. Determining the messageiv. Budget decisionsv. Communication mix decision. International Marketing Chapter-12 International Promotion
  16. 16. International trade fairs andexhibitions help to bring in potentialbuyers and suppliers.Personal selling is very advantageousmethod of marketing communication. International Marketing Chapter-12 International Promotion

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