Global Promotion Strategies Flashcards
What four components go into a well-positioned marketing mix?
Targeted PRODUCT
Targeted PRICE
Targeted PLACE
Targeted PROMOTION
What are some of examples of integrated international promotion?
Advertising, events & sponsorships, direct marketing, publicity, personal selling, trade fairs, sales promotions, public relations
What is the global marketing dilemma for promotion?
Standardized promotion vs. Adaptation promotion
What some advantages of standardized promotion?
Economies of scale, production cost savings, spend resources on campaign itself.
Strong brand image
Promotion development costs shared between many countries
What are some of the pressures for promotion adaptation?
Differences in: language, symbolic meaning, humour, product use/preferences, cross cultural icons, value and norm, collectivism vs individualism, government regulation.
What is the difference between push vs pull strategies?
Push strategy focuses on distributor, incentive offered to wholesaler, may resort to this where there is lack of advertising media or difficulty transferring firm’s pull strategy in foreign markets
pull strategy focuses on end-buyer, depends on sales promotion and advertising, advisable when product is widely sued by consumer w/ long chain, not complex or self service is
What is direct marketing?
advertising that allows businesses to communicate directly with cusomter using email, mail, online ads, text messages and telemarketing.
What is personal selling? What is the difference between international and local personal selling?
Customer is met in person by a representative of the marketing company.
international selling - company sales forces travels to meet clients
local selling - company organizes a local sales force made up of local nationals to do the
What are some thing you need to consider when selling internationally?
Purchasing behaviour
Buying criteria
Language
Business etiquette
What is the role of the local sales force?
Missionary sales force - sales persons who promote a firm and its products or service but do not close a sale.
company-owned sales force - company sales force ensures personnel have the right training and qualifications and uniform price negotiations.
What are foreign sales practices?
The nature of the interaction between salespeople and local customers can be different from market to market.
What is a global account team?
It services a client in every country in which the client operates.
- Response to centralized purchasing within global firms
What is consortium selling?
group of firms that share a certain contract or project on a pre-agreed basis but act as one company toward the customer. Share the risk ex. airbus
What are international trade fairs?
- expose new customer and distributors
- Important for B2B sales
-600 trade shows in 70 countries each year
What does sales promotion do?
adds value to products to stimulate consumer purchasing and channel cooperation
- coupons, gift, reduced price, free samples, in store displays, slotting allowance (payment made to retailers in return for their agreeing to take a new product)
