International promotion elements

1. Activity 1
International promotion elements
Regina Flores

2. Introducción
Hoy en día, las empresas negocian en los mercados
globales, creando así relaciones comerciales e
intercambios con diferentes países. Este proceso ha
llevado a los productores a transferir conceptos de
marketing en la promoción internacional de sus productos
y servicios. La promoción internacional ofrece una mezcla
de actividades y estrategias dirigidas a obtener su
producto o servicio a su consumidor final de una manera
apropiada.

3. Introduction
Nowadays, companies trade in global markets, thus
creating commercial relationships and exchanges with
different countries. This process has led producers to
transfer marketing concepts into the international
promotion of their products and services. International
promotion features a mix of activities and strategies aimed
to get your product or service to your final consumer in a
proper way.

4. Introduction
 Aujourd'hui, les entreprises négocient sur les
marchés mondiaux, créant ainsi des relations
commerciales et les échanges avec différents pays.
Ce processus a conduit les producteurs à transférer
des concepts de marketing dans la promotion
internationale de leurs produits et services. La
promotion internationale dispose d'un ensemble
d'activités et de stratégies visant à obtenir votre
produit ou service à votre consommateur final d'une
manière appropriée.

5. International promotion
 Is getting known a company or product across
national borderlines using business strategies.
 Some of the most important elements used in
promotion are as follows:
a. Advertising
b. Sales promotion
c. Personal selling
d. Public relation

6. Objective
 The promotion element of marketing mix is
concerned with activities that are undertaken to
communicate with customers and distribution
channels to enhance the sales of the firm.
 Other important objective is to be able to influence in
the behavior of the consumer.

7. Mean of each one
 Advertising
Advertisement can be defined as the “paid form of non-
personal presentation and promotion of idea, goods or
services by an identified sponsor”.
It is an impersonal presentation where a standard or
common message regarding the merits, price and
availability of product or service is given by the producer
or marketer. The advertisement builds pull effect as
advertising tries to pull the product by directly appealing
to customer to buy it

8. Sales promotion
Refers to short term use of incentives or other
promotional activities that stimulate the customer to
buy the product.

9. Personal selling
Personal selling means selling personally. This
involves face to face interaction between seller and
buyer for the purpose of sale.
The personal selling does not mean getting the
prospects to desire what seller wants but the concept
of personal selling is also based on customer
satisfaction.

10. Public relations
 Means maintaining public relations with public. By
maintaining public relations, companies create
goodwill.
 Public relations evaluate public attitudes; identify the
policies and procedures of an organization with the
public interest to earn public(shareholders, suppliers,
intermediaries, customers etc.)understanding and
acceptance.

11. Law regulations
 Countries differ in their regulations of advertising, and
some products are banned from advertising on certain
media (large supermarket chains are not allowed to
advertise on TV in France, for example). Other forms of
promotion may also be banned or regulated. In some
European countries, for example, it is illegal to price
discriminate between consumers, and thus coupons are
banned and in some, it is illegal to offer products on sale
outside a very narrow seasonal and percentage range.

12. Most common mistakes

13.  Advertising
In advertising there is no direct communication
between the customer and marketer. The marketer
assumes that the message is communicated but the
audience or customers do not pay any attention to
impersonal messages conveyed through advertising.
The response of customer cannot be known in
advertising.

14.  Sales promotion
 Reflect Crisis:
If firm is offering sales promotion techniques again and
again it indicates that there is no demand of product
which can create crisis situation.
 Spoil Product Image:
Use of sales promotion tool may affect the image of
product as buyer feel that product is of low quality that
is why firm is offering incentives.

15.  Personal selling
One disadvantage is that your customer reach is
limited through personal sales. As a result, it will
require extended time period to create product
awareness.
In the other hand it could be expensive because you
have to take into consideration the sales
representative´s salary, bonus, commission as well as
travel time.

16.  Public relations
Hard to measure success, Mark Nowlan,
"Entrepreneur" Magazine's public relations columnist,
notes that measuring and evaluating the impact of
public relations efforts is often subjective. He suggests
that it's hard to compare and contrast impact across
publications.
Inaccurate Message or Storytelling

17. Conclusion
What we did in this activity was explaining the different
types of international promotion elements so we can
decide in the future which one is the best option for our
product or company.
Also we identify how the components of international
promotion support the development of exporting an
offer.

18. Bibliography
http://www.consumerpsychologist.com/intl_Promotion.
html
http://www.yourarticlelibrary.com/marketing/4-most-
important-elements-of-promotion-mix-business-
marketing/8796/