<ul><li>Diagram the elements of the communication process. </li></ul><ul><li>Describe the elements of the promotional mix....
The Communication Process <ul><li>Business need to communicate to buyers: </li></ul><ul><ul><li>Inform and Persuade with p...
The Communication Process Source Encoding Message Medium Decoding Audience Noise Feedback
Question???? <ul><li>What are some factors that reduce the effectiveness of communication? </li></ul><ul><li>What are some...
International Promotional Activities <ul><li>Communication is the basis for promotional activities. </li></ul><ul><li>Prom...
International  Promotional Activities <ul><li>Four main promotional activities </li></ul><ul><ul><li>Advertising </li></ul...
Advertising <ul><li>Any form of paid, non-personal sales communication. </li></ul><ul><li>Mass Selling </li></ul>Sale, Sale
Personal Selling <ul><li>Direct  communication between sellers and potential customers. </li></ul><ul><li>Face-to-face, ov...
Publicity <ul><li>Any form of unpaid promotion. </li></ul><ul><li>Newspapers or television coverage. </li></ul>
Sales Promotion <ul><li>All of the promotional activities other than advertising, personal selling, and publicity. </li></...
International Promotional Mix <ul><li>Promotional Mix is the combination of advertising, personal selling, publicity and s...
Pull vs Push Promotions <ul><li>Are marketers concerned with end users or with distributors?? </li></ul><ul><li>Pull promo...
<ul><li>Explain the activities involved in planning advertising for global markets. </li></ul><ul><li>Explain the advantag...
Advertising Planning Process <ul><li>Analyze target market </li></ul>Create advertising message Select media Execute and e...
Major Advertising Media <ul><li>Newspaper advertising </li></ul><ul><li>Television advertising </li></ul><ul><li>Radio adv...
<ul><li>Summarize the personal selling process used in international business. </li></ul><ul><li>Discuss the use of public...
Personal Selling <ul><li>Recall,  personal selling  is direct spoken communication between sellers and potential customers...
The Personal Selling Process Step 5:  Provide customer service Step 4:  Close the sale Step 3:  Obtain feedback Step 2:  P...
The personal selling process <ul><li>Identify Customers </li></ul><ul><ul><li>Computer Databases </li></ul></ul><ul><ul><l...
Prepare a Presentation <ul><li>Creative and Effective product description and demonstration. </li></ul><ul><li>Highlightin...
Obtain Feedback <ul><li>Always look for objections and oppositions to the product.  </li></ul><ul><li>Awareness allows sal...
Close the Sale <ul><li>Salesperson asks the customer to commit to the purchase. </li></ul><ul><ul><li>Is this the style yo...
Provide Customer Service <ul><li>Customer needs continue with operating instructions, repairs, and additional products. </...
Personal Selling in International Markets <ul><li>Expatriates  are employees living and working in a country other than th...
Other International  Promotional Activities <ul><li>Public relations </li></ul><ul><ul><li>Favorable public image </li></u...
Bonus Time <ul><li>Bring in an example of the following: </li></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Premiums...
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IB Chapter 19

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IB Chapter 19

  1. 1. <ul><li>Diagram the elements of the communication process. </li></ul><ul><li>Describe the elements of the promotional mix. </li></ul>GLOBAL COMMUNICATIONS AND PROMOTIONS LESSON 19-1 GOALS
  2. 2. The Communication Process <ul><li>Business need to communicate to buyers: </li></ul><ul><ul><li>Inform and Persuade with promotions. </li></ul></ul><ul><li>Communication Involves: </li></ul><ul><ul><li>Sender </li></ul></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Encoding </li></ul></ul><ul><ul><li>Medium </li></ul></ul><ul><ul><li>Decoding </li></ul></ul><ul><ul><li>Noise </li></ul></ul><ul><ul><li>Feedback </li></ul></ul>
  3. 3. The Communication Process Source Encoding Message Medium Decoding Audience Noise Feedback
  4. 4. Question???? <ul><li>What are some factors that reduce the effectiveness of communication? </li></ul><ul><li>What are some examples of ways customers give feedback? </li></ul>
  5. 5. International Promotional Activities <ul><li>Communication is the basis for promotional activities. </li></ul><ul><li>Promotion involves marketing efforts that inform, remind, and persuade customers. </li></ul>
  6. 6. International Promotional Activities <ul><li>Four main promotional activities </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Personal selling </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><li>Sales promotion </li></ul></ul>
  7. 7. Advertising <ul><li>Any form of paid, non-personal sales communication. </li></ul><ul><li>Mass Selling </li></ul>Sale, Sale
  8. 8. Personal Selling <ul><li>Direct communication between sellers and potential customers. </li></ul><ul><li>Face-to-face, over telephone, emails. </li></ul>
  9. 9. Publicity <ul><li>Any form of unpaid promotion. </li></ul><ul><li>Newspapers or television coverage. </li></ul>
  10. 10. Sales Promotion <ul><li>All of the promotional activities other than advertising, personal selling, and publicity. </li></ul><ul><li>Coupons, contests, free samples, in-store displays. </li></ul>
  11. 11. International Promotional Mix <ul><li>Promotional Mix is the combination of advertising, personal selling, publicity and sales promotion used by an organization. </li></ul><ul><li>Consider culture, politics, laws, and economic environments to know what is best for each business/products. </li></ul>
  12. 12. Pull vs Push Promotions <ul><li>Are marketers concerned with end users or with distributors?? </li></ul><ul><li>Pull promotions are directed at end users. </li></ul><ul><ul><li>TV commercials </li></ul></ul><ul><ul><li>Advertisements in magazines </li></ul></ul><ul><ul><li>Coupons </li></ul></ul><ul><li>Push promotions market to distribution channel. </li></ul><ul><ul><li>Get wholesalers and retailers to “push” a product to their customers. </li></ul></ul><ul><ul><li>Discounts to retailers </li></ul></ul><ul><ul><li>In-store displays </li></ul></ul><ul><ul><li>Contests for salespeople. </li></ul></ul>
  13. 13. <ul><li>Explain the activities involved in planning advertising for global markets. </li></ul><ul><li>Explain the advantages of using an advertising agency. </li></ul>PLANNING GLOBAL ADVERTISING LESSON 19-2 GOALS
  14. 14. Advertising Planning Process <ul><li>Analyze target market </li></ul>Create advertising message Select media Execute and evaluate
  15. 15. Major Advertising Media <ul><li>Newspaper advertising </li></ul><ul><li>Television advertising </li></ul><ul><li>Radio advertising </li></ul><ul><li>Magazine advertising </li></ul><ul><li>Direct mail </li></ul><ul><li>Outdoor advertising </li></ul><ul><li>Internet advertising </li></ul>
  16. 16. <ul><li>Summarize the personal selling process used in international business. </li></ul><ul><li>Discuss the use of public relations and sales promotion by multinational companies. </li></ul>GLOBAL SELLING AND SALES PROMOTIONS LESSON 19-3 GOALS
  17. 17. Personal Selling <ul><li>Recall, personal selling is direct spoken communication between sellers and potential customers. </li></ul><ul><li>Personal Selling Activities – </li></ul><ul><li>Include – </li></ul><ul><li>Telemarketing involves the selling of products during telephone calls to customers. </li></ul>
  18. 18. The Personal Selling Process Step 5: Provide customer service Step 4: Close the sale Step 3: Obtain feedback Step 2: Prepare a presentation Step 1: Identify customers
  19. 19. The personal selling process <ul><li>Identify Customers </li></ul><ul><ul><li>Computer Databases </li></ul></ul><ul><ul><li>Current Customer Lists </li></ul></ul><ul><ul><li>Telephone Calls </li></ul></ul><ul><ul><li>Referrals from employees </li></ul></ul><ul><ul><li>Mail-in coupons </li></ul></ul><ul><li>Prospecting </li></ul>
  20. 20. Prepare a Presentation <ul><li>Creative and Effective product description and demonstration. </li></ul><ul><li>Highlighting products main features, positive traits, and marketplace acceptance. </li></ul><ul><li>Specific information to address needs and wants of customers. </li></ul>
  21. 21. Obtain Feedback <ul><li>Always look for objections and oppositions to the product. </li></ul><ul><li>Awareness allows salesperson to provide additional information to overcome any negative opinions. </li></ul>
  22. 22. Close the Sale <ul><li>Salesperson asks the customer to commit to the purchase. </li></ul><ul><ul><li>Is this the style you were thinking of buying? </li></ul></ul><ul><ul><li>If we can deliver it in three days, would you be interested? </li></ul></ul><ul><ul><li>Would you like the item in blue? </li></ul></ul><ul><ul><li>If we included the extended warranty, would that meet your needs? </li></ul></ul>
  23. 23. Provide Customer Service <ul><li>Customer needs continue with operating instructions, repairs, and additional products. </li></ul><ul><li>FACT: Keeping existing customers is less expensive than finding new ones. </li></ul><ul><li>Relationship Marketing – creates long-term, mutually beneficial buyer-seller relationship. </li></ul>
  24. 24. Personal Selling in International Markets <ul><li>Expatriates are employees living and working in a country other than their home nation. Have knowledge but not culture. </li></ul><ul><li>Local nationals are employees based in their home country. Product knowledge must be taught. </li></ul><ul><li>Third-country nationals are citizens of one country employed by a company from another country who worked in a third county. Speak several languages and are culturally sensitive. </li></ul>
  25. 25. Other International Promotional Activities <ul><li>Public relations </li></ul><ul><ul><li>Favorable public image </li></ul></ul><ul><li>Global sales promotions </li></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Premiums </li></ul></ul><ul><ul><li>Contests and sweepstakes </li></ul></ul><ul><ul><li>Point-of-purchase promotions </li></ul></ul><ul><ul><li>Specialty advertising </li></ul></ul>
  26. 26. Bonus Time <ul><li>Bring in an example of the following: </li></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Premiums </li></ul></ul><ul><ul><li>Contests and Sweepstakes </li></ul></ul><ul><ul><li>Point of Purchase Promotions </li></ul></ul><ul><ul><li>Specialty Advertising </li></ul></ul>
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