ch14 - Chapter 14 Global Marketing Communications Decisions...

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Chapter 14 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication
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14-2 Introduction In addition to  advertising, publicity,  and PR, the promotion  mix includes Sponsorships Sales promotion Direct marketing Personal selling  Internet Infomercials
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14-3 Sales Promotion Sales promotion  refers to any paid  consumer or trade communication  program of limited duration that adds  tangible value to a product or brand Price versus nonprice promotions Consumer versus trade promotions
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14-4 Sales Promotion Provide a tangible incentive to buyers Reduce the perceived risk associated  with purchasing a product Provide accountability for  communications activity Provide method of collecting additional  data for database
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14-5 Sales Promotion: Global or Local In countries with low levels of economic  development, low incomes limit the range of  promotional tools available Market maturity can also be different from country to  country Local perceptions of a particular promotional tool or  program can vary Local regulations may rule out use of a particular  promotion in certain countries Trade structure in the retailing industry can affect the  use of sales promotions
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14-6 Sampling Sampling Provides consumer with opportunity to try product  at no cost May be distributed in stores, in the mail, through  print media, at events, or door-to-door Kikkoman soy sauce launched in the United  States with a sampling program in  supermarkets; today the United States  contributes 85% of profit from international  operations
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14-7 Couponing Couponing Printed certificates entitle the bearer to a price  reduction or some other special consideration for  purchasing a particular product Couponing accounts for 70% of consumer  promotion spending in the United States Free-standing inserts, in-pack, on-pack, cross  coupons
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14-8 Couponing According to Joseph Potacki, who  teaches a “Basics of Promotion” seminar  for the PMAA, couponing is the aspect of  the promotion mix for which the practices  in the United States differ the most from  those in other countries. 
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14-9 Couponing
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14-10 Sales Promotion: Issues and Problems
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ch14 - Chapter 14 Global Marketing Communications Decisions...

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