Marketing Communication, Communication Process, AIDA Model, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, International Promotion

1. International Marketing
Module V

2. Creating a bridge between company and the costumer
Things need to be Remembered
 What to say
 How to say
 Whom to say and
 How often (Frequency of Communication)

3. Sender Encoding
Message
Media
Decoding Receiver
ResponseFeedback
Noise

4.  Select the target audience
 Determine the communication objectives
 Decide on the budget
 Create a message
 Choose media
 Collect feedback

5. Introduction
Awareness Enhancement
Reinforcement
Expanding Market Share
Neutralizing Negative Perception

6.  Affordable Method
 Percentage of sales Method
 Competitive parity Method
 Objective & Task Method

7. Tools which are used to communicate the
product in the market are termed as a
communication mix. The tools are as follow:
 Advertising
 Sales promotion
 Public relations
 Personal selling
 Direct / Interactive Marketing
 Word of mouth

8. Awareness
Interest
Desire
Action

9.  It is any paid form of non – personal presentation and
promotion of ideas, goods, services by an identified sponsor.

10.  Sales promotion are incentives tools used to boost sales.
 These can be offered at three stages
 Customer level
 Price offs
 Extra grammage
 Freebies
 Coupons
 Samples
 Cash refunds
 prizes

11.  Intermediaries level
 Margins
 Credits
 Discounts
 Free goods
 Shelf space display incentives
 Promotion allowances
 Distribution of awards
 Internal Customers (sales force)
 Bonuses
 Contests
 Awards & Prizes
Sales Promotion

12.  The planned & sustained effort to establish and maintain
goodwill between an organization & its publics

13.  Publication in the form of press release, journals, brochures
etc.
 Holding events like AGM, seminars, convocation etc.
 Conduct of trade shows, exhibitions.
 Sponsoring of social events, charities & community projects.

14. A personal presentation by a company’s
representative to one or more than one
prospect costumer in order to make sales
and developing relationship with the
customer.

15. Sales Presentation
Sales Meeting
Fairs and trade shows

16. Direct communication to very specific individual /
costumers in order to generate immediate result.
Features
 Direct Communication
 Very specific Individual / Costumers
 To obtain immediate result

17. Telemarketing
Fax
E-mailing
Selective catalog distribution
Voice Mail

18.  Type of Product & Market
 Media availability & control
 Promotion Regulations
 Product life cycle stage
 Push v/s pull strategy

19.  Cultural Barriers
 Language
 Education
 Source & Country of origin effects
 Noise levels

20.  In Argentina ,Australia, Brazil, Columbia, U.K, Ireland,
Malaysia, Mexico, New Zealand, Poland, Singapore etc
premium and gift vouchers are legal.
 In Belgium, Finland, France, hungry, Italy, Japan,
Spain, Sweden, U.S its legal but some restriction apply.
 Some countries have set limit to premium.
Italy- 20% tax on prize value, Govt. notification
required.
Japan- 10%
Belgium- 5%
.

21.  Austria has a discount law prohibiting cash
reduction.
 In France it is illegal to sell the product
less than cost.
 In Germany marketer must notify
authorities in advance.
 In Austria and Germany special sales may
be made only during specified period of
time. Discount for payment on delivery
may not exceed 3%.
.

22.  In Argentina, Australia, Belgium, Brazil, Chile,
Columbia, France, Israel, Italy, Mexico, New
Zealand, Spain, Sweden it is legal.
 In U.S product sampling is legal with restrictions
on alcohol, tobacco, drugs and some agricultural
products.
 In Poland, Holland, Hungry it is legal ,except
pharmaceutical ,alcoholic beverages.
 In Japan legal, except medicine.
 In UK legal but some restrictions on alcohol,
tobacco, medicines and some food.
 Germany restricts door to door sampling.
.

23.  In Argentina, Australia, Brazil, Japan,
Mexico, New Zealand etc it is legal.
 In Spain, Venezuela, govt. registration is
required.
 Singapore-legal but requires permission
from authorities.
 Italy- legal 45% tax on prize value & govt.
notification required.
 UK subject to compliance with lotteries &
Amusements Act.
.

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