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International Marketing
Module V
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)
Sender Encoding
Message
Media
Decoding Receiver
ResponseFeedback
Noise
 Select the target audience
 Determine the communication objectives
 Decide on the budget
 Create a message
 Choose media
 Collect feedback
Introduction
Awareness Enhancement
Reinforcement
Expanding Market Share
Neutralizing Negative Perception
 Affordable Method
 Percentage of sales Method
 Competitive parity Method
 Objective & Task Method
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
Awareness
Interest
Desire
Action
 It is any paid form of non – personal presentation and
promotion of ideas, goods, services by an identified sponsor.
 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
 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
 The planned & sustained effort to establish and maintain
goodwill between an organization & its publics
 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.
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.
Sales Presentation
Sales Meeting
Fairs and trade shows
Direct communication to very specific individual /
costumers in order to generate immediate result.
Features
 Direct Communication
 Very specific Individual / Costumers
 To obtain immediate result
Telemarketing
Fax
E-mailing
Selective catalog distribution
Voice Mail
 Type of Product & Market
 Media availability & control
 Promotion Regulations
 Product life cycle stage
 Push v/s pull strategy
 Cultural Barriers
 Language
 Education
 Source & Country of origin effects
 Noise levels
 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%
.
 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%.
.
 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.
.
 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.
.
24
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International marketing - Module 5

  • 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)
  • 4.  Select the target audience  Determine the communication objectives  Decide on the budget  Create a message  Choose media  Collect feedback
  • 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
  • 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.
  • 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
  • 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. .
  • 24. 24 Visit us online at www.TheStockker.com