Different types of sales promotion tools are needed

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Different types of sales promotion tools are needed to introduce a product or service versus competing in a mature market Consumer perceptions—consumer perceptions of and willingness to use various sales promotion tools varies by country Trade structure – the willingness and ability of channel members to accommodate sales promotion programs Regulations – legal restrictions and regulations on sales promotion vary by country and can be very restrictive in some countries and impact the type of promotions that can be used. B. Public Relations—public relations plays an important role in supporting and enhancing the marketing and advertising efforts of companies involved in international advertising. Public relations activities are needed to deal with local governments, media, trade associations and the general public. The job of PR agencies in foreign markets is not only to help the company sell its products or services but also to present the firm as a “good corporate citizen” who is involved with and concerned about the future of the country. Companies must have a favorable reputation and image if they are to be successful in foreign markets, as groups may feel threatened by the presence of a foreign multinational in their country. Public relations efforts may also be needed to deal with specific problems a company faces in international markets. Many multinational companies are choosing ad agencies that offer public relations capabilities so their entire communication program can be integrated and conducted on a global basis. The chapter discusses the major public relations problems the Coca-Cola Co. and PepsiCo have been facing in India as well as challenges McDonald’s has faced in France. C. Internet/Digital Media—use of the Internet by consumers as well as marketers is highest in the United States and Western Europe. In the Asia/Pacific region, Internet use is high in China, Taiwan, South Korea as well as several European countries where there are considerable numbers of high-end users and several domestic service providers. Internet use in international markets is still limited by low number of consumers with Internet access, but Internet growth is expected to develop quickly as telecommunications companies move into emerging markets such as Eastern Europe and Latin America and improve the communications infrastructure. Professor Notes 19-8
Chapter 19 - International Advertising and Promotion Teaching Suggestions In this chapter we turn our attention to the area of international advertising and promotion. We feel that it is very important to cover this area as many U.S. companies are finding that our domestic market offers them limited opportunity for expansion due to slow population growth, saturated markets, and intense competition. Moreover, imports are taking a larger and larger share of the domestic market for many products and are likely to continue to do so. American companies must learn how to defend against

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