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International Promotions
Chapter 12 of the document covers international promotion in marketing, emphasizing the complexities and strategies involved in effective communication with diverse audiences. It discusses key elements such as target audience identification, communication objectives, and the role of export promotion organizations, trade fairs, and personal selling. The chapter highlights the necessity of tailoring promotional strategies to fit specific marketing environments and addresses challenges faced in international marketing communication.
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International Promotions
- 1. Chapter 12 International Promotion International Marketing Chapter-12 International Promotion
- 2. Objectives Why international promotion is important What are the complexities of promotion in international marketing What are the important steps in developing an effective communication What is communication mix International Marketing Chapter-12 International Promotion
- 3. What is therole of export promotion organization What is the role of trade fairs and exhibitions in IM What is the role of personal selling in IM What are the problems in IM communication International Marketing Chapter-12 International Promotion
- 4. Introduction The wordcommunication in marketing simply means the transmission of a message, to the buyer or the consumer or the channel of distribution in which the supplying company aims to tell each one of these receiver why they should buy or handle the product. International Marketing Chapter-12 International Promotion
- 5. Marketing Environment And PromotionStrategies Because of the differences in the marketing environment, promotion is often a very complex problem in international, particularly in multinational marketing. As in the case of product, the SRC can result in the failure of the promotion. International Marketing Chapter-12 International Promotion
- 6. Major Decisions InInternational Marketing Communication Identify the target audience Determining communication objectives Determining the message Budget decisions Communication mix decision International Marketing Chapter-12 International Promotion
- 7. Communication Mix Advertising Mass media advertising and direct advertising Sales promotion Personal selling Public relations International Marketing Chapter-12 International Promotion
- 8. Role Of ExportPromotion Organizations The organizations undertake export marketing communication by i. Advertising ii. Sales promotion iii. Public relations International Marketing Chapter-12 International Promotion
- 9. These organizations can be instrumental in i. Creating awareness about India’s potentials ii. Impressing foreigners about India’s advances and technical capability iii. Improving the quality image of India. International Marketing Chapter-12 International Promotion
- 10. Trade Fairs AndExhibitions A trade fair, as its name implies, is target directed. It is staged for the purpose of selling goods or demonstrating new ideas and techniques. An exhibition, on the other hand, is not specifically for trade but for the public. There are two types of fairs, 1. General fairs/horizontal fairs 2. Specialized fairs/vertical fairs International Marketing Chapter-12 International Promotion
- 11. Personal Selling In InternationalMarketing Personal selling is the personal communication of information to persuade prospective customer to buy something – a product, service, idea or something else. This is in the mass, impersonal communication of advertising, sales promotion and other promotional tools. International Marketing Chapter-12 International Promotion
- 12. Steps In Management Salesforce 1. Selection 2. Introduction and training 3. Compensating and motivating 4. Supervising 5. evaluation International Marketing Chapter-12 International Promotion
- 13. Personal Selling Process Presale preparation Prospecting Pre-approach Presentation Post-sale activities International Marketing Chapter-12 International Promotion
- 14. Problems In International MarketingCommunication Differences in regulations Cultural differences Media factors Infrastructure Cost factors Language factors Home country regulations International Marketing Chapter-12 International Promotion
- 15. Summary Promotional strategy needs to be tailor- made to suite the particular marketing environment. Some major decisions are i. Identifying the target audience ii. Determining communication objective iii. Determining the message iv. Budget decisions v. Communication mix decision. International Marketing Chapter-12 International Promotion
- 16. International trade fairs and exhibitions help to bring in potential buyers and suppliers. Personal selling is very advantageous method of marketing communication. International Marketing Chapter-12 International Promotion