版权说明：本文档由用户提供并上传，收益归属内容提供方，若内容存在侵权，请进行举报或认领
文档简介
Chapter14
GlobalMarketingDecisions:SalesPromotion,PersonalSelling,SpecialFormsofMarketingCommunicationPowerPointbyKristopherBlanchardNorthCentralUniversity©2005PrenticeHall3/24/20207/18/20201SalesPromotionSalespromotionreferstoanypaidconsumerortradecommunicationprogramoflimiteddurationthataddstangiblevaluetoaproductorbrandPricevs.non-pricepromotionsConsumervs.tradepromotions©2005PrenticeHall3/24/20207/18/20202SalesPromotionProvideatangibleincentivetobuyersReducetheperceivedriskassociatedwithpurchasingaproductProvideaccountabilityforcommunicationsactivityProvidemethodofcollectingadditionaldatafordatabase©2005PrenticeHall3/24/20207/18/20203SalesPromotion:GlobalorLocalIncountrieswithlowlevelsofeconomicdevelopment,lowincomeslimittherangeofpromotionaltoolsavailableMarketmaturitycanalsobedifferentfromcountrytocountryLocalperceptionsofaparticularpromotionaltoolorprogramcanvaryLocalregulationsmayruleoutuseofaparticularpromotionincertaincountriesTradestructureintheretailingindustrycanaffecttheuseofsalespromotions.©2005PrenticeHall3/24/20207/18/20204SamplingSamplingProvidesconsumerwithopportunitytotryproductatnocostMaybedistributedinstores,inthemail,throughprintmedia,atevents,ordoor-to-door©2005PrenticeHall3/24/20207/18/20205CouponingCouponingPrintedcertificatesentitlethebearertoapricereductionorsomeotherspecialconsiderationforpurchasingaparticularproductCouponingaccountsfor70%ofconsumerpromotionspendingintheUS©2005PrenticeHall3/24/20207/18/20206Couponing©2005PrenticeHall3/24/20207/18/20207SalesPromotion:IssuesandProblemsFraudPepsipromotionwithAppleRegulationsvarybycountryCulturaldispositionstocouponsandothersalespromotionsMalaysiansseecouponusageasembarrassingIslamfrownsongamblingsosweepstakesmaynotwork©2005PrenticeHall3/24/20207/18/20208PersonalSellingPerson-to-personcommunicationbetweenacompanyrepresentativeandpotentialbuyersFocusistoinformandpersuadeprospectShort-termgoal:makeasaleLong-termgoal:buildrelationship©2005PrenticeHall3/24/20207/18/20209PersonalSellingHurdlesPoliticalRisks–unstableorcorruptgovernmentschangetherulesforthesalesteamRegulatoryHurdles–GovernmentscansetupquotasortariffsthataffectthesalesforceCurrencyFluctuations–increaseanddecreaseinlocalcurrenciescanmakecertainproductsunaffordableMarketUnknowns–lackofknowledgeofmarketconditions,theacceptedwayofdoingbusiness,orpositioningoftheproductmayderailthesalesteam’sefforts©2005PrenticeHall3/24/20207/18/202010TheStrategic/ConsultativeSellingModel©2005PrenticeHall3/24/20207/18/202011TheStrategic/ConsultativeSellingModelPersonalSellingPhilosophy–commitmenttothemarketingconceptandawillingnesstoadopttheroleofproblemsolver/partnerRelationshipStrategy–gameplanforestablishingandmaintaininghigh-qualityrelationshipswithprospects/customersProductStrategy–planthatcanassistthesalesrepresentativeinselectingandpositioningproductstosatisfycustomerneeds©2005PrenticeHall3/24/20207/18/202012TheStrategic/ConsultativeSellingModelCustomerStrategy–planthatensuresthatthesalesprofessionalwillbemaximallyresponsivetocustomerneedsPresentationStrategy–consistsofsettingobjectivesforeachsalescallandestablishingapresentationplantomeetthoseobjectives©2005PrenticeHall3/24/20207/18/202013TheStrategic/ConsultativeSellingModel©2005PrenticeHall3/24/20207/18/202014ThePresentationPlanApproachPresentationDemonstrationNegotiationClosingServicingtheSale©2005PrenticeHall3/24/20207/18/202015SalesForceNationalityExpatriates
HostcountryThirdcountryOtheroptions©2005PrenticeHall3/24/20207/18/202016SpecialFormsofMarketingCommunicationsDirectMarketingDirectmailCatalogsInfomercials,TeleshoppingEventSponsorshipConcerts,sportingeventsProductplacementinmoviesInternetCommunications©2005PrenticeHall3/24/20207/18/202017DirectMarketingAnycommunicationwithaconsumerorbusinessrecipientthatisdesignedtogeneratearesponseintheformof:AnorderRequestforfurtherinformationAvisittoastoreorotherplaceofbusiness©2005PrenticeHall3/24/20207/18/202018MassMarketing Communicationthatistypicallyaimedatbroadsegmentsofconsumerswithcertaindemographic,psychographic,orbehavioralcharacteristics©2005PrenticeHall3/24/20207/18/202019DirectMarketingvs.MassMarketing©2005PrenticeHall3/24/20207/18/202020One-to-OneMarketingBuildingfromCustomerRelationshipManagementIdentifycustomersandaccumulatedetailedinformationaboutthemDifferentiatecustomersandrankthemintermsoftheirvaluetothecompanyInteractwithcustomersanddevelopmorecostefficientandeffectiveformsofinteractionCustomizetheproduct/serviceofferedtothecustomer©2005PrenticeHall3/24/20207/18/202021CatalogsAmagazinestylepublicationthatfeaturesphotographsandextensiveinformationaboutacompany’sproducts©2005PrenticeHall3/24/20207/18/202022ProductPlacement©2005PrenticeHall3/24/20207/18/202023LookingAheadChapter15StrategicElementsofCompetitiveAdvantage©2005PrenticeHall3/24/20207/18/202024ExpatriatesAdvantagesSuperiorproductknowledgeDemonstratedcommitmenttoservicestandardsTrainforpromotionGreaterHQcontrolDisadvantagesHighercostHigherturnoverCostforlanguageandcross-culturaltrainingReturn©2005PrenticeHall3/24/20207/18/202025HostCountryAdvantagesEconomicalSuperiormarketknowledgeLanguageskillsSuperiorculturalknowledgeImplementationquickerDisadvantagesNeedsproducttrainingMaybeheldinlowesteemLanguageskillsmaynotbeimportantDifficulttoensureloyaltyReturn©2005PrenticeHall3/24/20207/18/202026ThirdCountryAdvantagesCulturalsensitivityLanguageskillsEconomicalAllowsregionalsalescoverageDisadvantagesMayfaceidentifyproblemsMaybeblockedforpromotionsIncomegapsNeedsproductand/orcompanytrainingLoyaltynotassuredReturn©2005PrenticeHall3/24/20207/18/202027OtherOptionsSalesagentsExclusivelicensearrangementsContractmanufacturingorproductionManagement-onlyagreementsJointventuresReturn©2005PrenticeHall3/24/20207/18/202028ApproachInitialContactwiththecustomer/prospectMustcompletelyunderstandthedecision-makingprocessandtherolesofeachparticipantReturn©2005PrenticeHall3/24/20207/18/202029PresentationProspect’sneedsareassessedandmatchedtothecompany’sprod
温馨提示
- 1. 本站所有资源如无特殊说明，都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等，如果需要附件，请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸，网页内容里面会有图纸预览，若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间，仅对用户上传内容的表现方式做保护处理，对用户上传分享的文档内容本身不做任何修改或编辑，并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容，请与我们联系，我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 2025年嘉兴智慧产业创新园高端酒店健身中心设施供应合同
- 2025年度企业公关活动赞助合同范本
- 2025年度国际贸易融资借款合同十四期
- 红河云南红河个旧市人民医院党委办公室需招聘干事1名(2024年第28期)笔试历年参考题库附带答案详解
- 红河2025年云南红河县人民医院第一次自主招聘20人笔试历年参考题库附带答案详解
- 烟台2025年山东烟台龙口市结合事业单位招聘征集本科及以上学历毕业生入伍笔试历年参考题库附带答案详解
- 漯河2024年河南漯河市委社会工作部所属事业单位人才引进4人笔试历年参考题库附带答案详解
- 2025年中国双向手动打气筒市场调查研究报告
- 2025年中国R134a制冷压缩机市场调查研究报告
- 2025至2031年中国铸造平台行业投资前景及策略咨询研究报告
- 腺样体护理查房
- 备考期末-六选五-专项练习-2022-2023学年人教版英语八年级上册
- 儿童和青少年高尿酸血症的预防和管理
- 中国移动企业文化理念体系
- 混合动力汽车构造与检修(高职新能源汽车专业)PPT完整全套教学课件
- 佛教寺院修缮方案
- 质量部架构图
- 灭火器使用常识培训课件
- 小学体育《运动前后的饮食卫生》课件
- 薪酬专员岗位月度KPI绩效考核表
- 结构化学-第1章讲义课件
评论
0/150
提交评论