Chapter 14 Powerpoint

Chapter 14 Powerpoint - Chapter 14 Global Marketing...

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Unformatted text preview: Chapter 14 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication 214-2 Introduction In addition to advertising, publicity, and PR, the promotion mix includes Sponsorships Sales promotion Direct marketing Personal selling Internet 314-3 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 414-4 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 514-5 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 614-6 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 714-7 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 814-8 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. 914-9 Couponing 1014-10 Sales Promotion: Issues and Problems...
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Chapter 14 Powerpoint - Chapter 14 Global Marketing...

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