ch14GlobalMarketingDecisions(全球营销,沃伦·J·基.pptx

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1、Chapter14GlobalMarketingDecisions:SalesPromotion,PersonalSelling,SpecialFormsofMarketingCommunicationPowerPointbyKristopherBlanchardNorthCentralUniversity©2005PrenticeHall9/29/202114-1SalesPromotionSalespromotionreferstoanypaidconsumerortradecommunicationprogramoflimiteddurationthataddstangible

2、valuetoaproductorbrandPricevs.non-pricepromotionsConsumervs.tradepromotions©2005PrenticeHall9/29/20212SalesPromotionProvideatangibleincentivetobuyersReducetheperceivedriskassociatedwithpurchasingaproductProvideaccountabilityforcommunicationsactivityProvidemethodofcollectingadditionaldatafordatab

3、ase©2005PrenticeHall9/29/20213SalesPromotion:GlobalorLocalIncountrieswithlowlevelsofeconomicdevelopment,lowincomeslimittherangeofpromotionaltoolsavailableMarketmaturitycanalsobedifferentfromcountrytocountryLocalperceptionsofaparticularpromotionaltoolorprogramcanvaryLocalregulationsmayruleoutuseo

4、faparticularpromotionincertaincountriesTradestructureintheretailingindustrycanaffecttheuseofsalespromotions.©2005PrenticeHall9/29/20214SamplingSamplingProvidesconsumerwithopportunitytotryproductatnocostMaybedistributedinstores,inthemail,throughprintmedia,atevents,ordoor-to-door©2005PrenticeHall9

5、/29/20215CouponingCouponingPrintedcertificatesentitlethebearertoapricereductionorsomeotherspecialconsiderationforpurchasingaparticularproductCouponingaccountsfor70%ofconsumerpromotionspendingintheUS©2005PrenticeHall9/29/20216Couponing©2005PrenticeHall9/29/20217SalesPromotion:IssuesandProblemsFra

6、udPepsipromotionwithAppleRegulationsvarybycountryCulturaldispositionstocouponsandothersalespromotionsMalaysiansseecouponusageasembarrassingIslamfrownsongamblingsosweepstakesmaynotwork©2005PrenticeHall9/29/20218PersonalSellingPerson-to-personcommunicationbetweenacompanyrepresentativeandpotentialb

7、uyersFocusistoinformandpersuadeprospectShort-termgoal:makeasaleLong-termgoal:buildrelationship©2005PrenticeHall9/29/20219PersonalSellingHurdlesPoliticalRisks–unstableorcorruptgovernmentschangetherulesforthesalesteamRegulator