GlobalMarketingDecisions全球营销沃伦J基课件

1、Chapter 14 Global Marketing Decisions: Sales Promotion, Personal Selling, Special Forms of Marketing CommunicationPowerPoint byKristopher BlanchardNorth Central University 2005 Prentice Hall3/24/20207/18/20201Chapter 14 Global Marketing DSales PromotionSales promotion refers to any paid consumer or

2、trade communication program of limited duration that adds tangible value to a product or brandPrice vs. non-price promotionsConsumer vs. trade promotions 2005 Prentice Hall3/24/20207/18/20202Sales PromotionSales promotionSales PromotionProvide a tangible incentive to buyersReduce the perceived risk

3、associated with purchasing a productProvide accountability for communications activityProvide method of collecting additional data for database 2005 Prentice Hall3/24/20207/18/20203Sales PromotionProvide a tangiSales Promotion: Global or LocalIn countries with low levels of economic development, low

4、 incomes limit the range of promotional tools availableMarket maturity can also be different from country to countryLocal perceptions of a particular promotional tool or program can varyLocal regulations may rule out use of a particular promotion in certain countriesTrade structure in the retailing

5、industry can affect the use of sales promotions. 2005 Prentice Hall3/24/20207/18/20204Sales Promotion: Global or LocSamplingSamplingProvides consumer with opportunity to try product at no costMay be distributed in stores, in the mail, through print media, at events, or door-to-door 2005 Prentice Hal

6、l3/24/20207/18/20205SamplingSampling 2005 PrenticCouponingCouponingPrinted certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular productCouponing accounts for 70% of consumer promotion spending in the US 2005 Prentice Hall3/24/20207/18/2

7、0206CouponingCouponing 2005 PrentCouponing 2005 Prentice Hall3/24/20207/18/20207Couponing 2005 Prentice Hall3Sales Promotion: Issues and ProblemsFraudPepsi promotion with AppleRegulations vary by countryCultural dispositions to coupons and other sales promotionsMalaysians see coupon usage as embarra

8、ssingIslam frowns on gambling so sweepstakes may not work 2005 Prentice Hall3/24/20207/18/20208Sales Promotion: Issues and PrPersonal SellingPerson-to-person communication between a company representative and potential buyersFocus is to inform and persuade prospectShort-term goal: make a saleLong-te

9、rm goal: build relationship 2005 Prentice Hall3/24/20207/18/20209Personal SellingPerson-to-persPersonal Selling HurdlesPolitical Risks unstable or corrupt governments change the rules for the sales teamRegulatory Hurdles Governments can set up quotas or tariffs that affect the sales forceCurrency Fl

10、uctuations increase and decrease in local currencies can make certain products unaffordableMarket Unknowns lack of knowledge of market conditions, the accepted way of doing business, or positioning of the product may derail the sales teams efforts 2005 Prentice Hall3/24/20207/18/202010Personal Selli

11、ng HurdlesPolitiThe Strategic/Consultative Selling Model 2005 Prentice Hall3/24/20207/18/202011The Strategic/Consultative SelThe Strategic/Consultative Selling ModelPersonal Selling Philosophy commitment to the marketing concept and a willingness to adopt the role of problem solver/partnerRelationsh

12、ip Strategy game plan for establishing and maintaining high-quality relationships with prospects/customersProduct Strategy plan that can assist the sales representative in selecting and positioning products to satisfy customer needs 2005 Prentice Hall3/24/20207/18/202012The Strategic/Consultative Se

13、lThe Strategic/Consultative Selling ModelCustomer Strategy plan that ensures that the sales professional will be maximally responsive to customer needsPresentation Strategy consists of setting objectives for each sales call and establishing a presentation plan to meet those objectives 2005 Prentice

14、Hall3/24/20207/18/202013The Strategic/Consultative SelThe Strategic/Consultative Selling Model 2005 Prentice Hall3/24/20207/18/202014The Strategic/Consultative SelThe Presentation PlanApproachPresentationDemonstrationNegotiationClosingServicing the Sale 2005 Prentice Hall3/24/20207/18/202015The Pres

15、entation PlanApproachSales Force NationalityExpatriates Host countryThird countryOther options 2005 Prentice Hall3/24/20207/18/202016Sales Force NationalityExpatriSpecial Forms of Marketing CommunicationsDirect MarketingDirect mailCatalogsInfomercials, TeleshoppingEvent SponsorshipConcerts, sporting

16、 eventsProduct placement in movies Internet Communications 2005 Prentice Hall3/24/20207/18/202017Special Forms of Marketing ComDirect MarketingAny communication with a consumer or business recipient that is designed to generate a response in the form of:An orderRequest for further informationA visit

17、 to a store or other place of business 2005 Prentice Hall3/24/20207/18/202018Direct MarketingAny communicatMass MarketingCommunication that is typically aimed at broad segments of consumers with certain demographic, psychographic, or behavioral characteristics 2005 Prentice Hall3/24/20207/18/202019M

18、ass MarketingCommunication tDirect Marketing vs. Mass Marketing 2005 Prentice Hall3/24/20207/18/202020Direct Marketing vs. Mass MarkOne-to-One MarketingBuilding from Customer Relationship ManagementIdentify customers and accumulate detailed information about themDifferentiate customers and rank them

19、 in terms of their value to the companyInteract with customers and develop more cost efficient and effective forms of interactionCustomize the product/service offered to the customer 2005 Prentice Hall3/24/20207/18/202021One-to-One MarketingBuilding fCatalogsA magazine style publication that feature

20、s photographs and extensive information about a companys products 2005 Prentice Hall3/24/20207/18/202022CatalogsA magazine style publiProduct Placement 2005 Prentice Hall3/24/20207/18/202023Product Placement 2005 PrentLooking AheadChapter 15 Strategic Elements of Competitive Advantage 2005 Prentice

21、Hall3/24/20207/18/202024Looking AheadChapter 15 StrateExpatriatesAdvantagesSuperior product knowledgeDemonstrated commitment to service standardsTrain for promotionGreater HQ controlDisadvantagesHigher costHigher turnoverCost for language and cross-cultural trainingReturn 2005 Prentice Hall3/24/2020

22、7/18/202025ExpatriatesAdvantagesDisadvantHost CountryAdvantagesEconomicalSuperior market knowledgeLanguage skillsSuperior cultural knowledgeImplementation quickerDisadvantagesNeeds product trainingMay be held in low esteemLanguage skills may not be importantDifficult to ensure loyaltyReturn 2005 Pre

23、ntice Hall3/24/20207/18/202026Host CountryAdvantagesDisadvanThird CountryAdvantagesCultural sensitivityLanguage skillsEconomicalAllows regional sales coverageDisadvantagesMay face identify problemsMay be blocked for promotionsIncome gapsNeeds product and/or company trainingLoyalty not assuredReturn

24、2005 Prentice Hall3/24/20207/18/202027Third CountryAdvantagesDisadvaOther OptionsSales agentsExclusive license arrangementsContract manufacturing or productionManagement-only agreementsJoint venturesReturn 2005 Prentice Hall3/24/20207/18/202028Other OptionsSales agentsReturApproachInitial Contact wi

25、th the customer/prospectMust completely understand the decision-making process and the roles of each participantReturn 2005 Prentice Hall3/24/20207/18/202029ApproachInitial Contact with tPresentationProspects needs are assessed and matched to the companys productsThe style and message of the presenta