ch14GlobalMarketingDecisions(全球营销,沃伦·J·基

©2005PrenticeHall14-1Chapter14GlobalMarketingDecisions:SalesPromotion,PersonalSelling,SpecialFormsofMarketingCommunicationPowerPointbyKristopherBlanchardNorthCentralUniversity©2005PrenticeHall14-2SalesPromotionSalespromotionreferstoanypaidconsumerortradecommunicationprogramoflimiteddurationthataddstangiblevaluetoaproductorbrand–Pricevs.non-pricepromotions–Consumervs.tradepromotions©2005PrenticeHall14-3SalesPromotionProvideatangibleincentivetobuyersReducetheperceivedriskassociatedwithpurchasingaproductProvideaccountabilityforcommunicationsactivityProvidemethodofcollectingadditionaldatafordatabase©2005PrenticeHall14-4SalesPromotion:GlobalorLocalIncountrieswithlowlevelsofeconomicdevelopment,lowincomeslimittherangeofpromotionaltoolsavailableMarketmaturitycanalsobedifferentfromcountrytocountryLocalperceptionsofaparticularpromotionaltoolorprogramcanvaryLocalregulationsmayruleoutuseofaparticularpromotionincertaincountriesTradestructureintheretailingindustrycanaffecttheuseofsalespromotions.©2005PrenticeHall14-5SamplingSampling–Providesconsumerwithopportunitytotryproductatnocost–Maybedistributedinstores,inthemail,throughprintmedia,atevents,ordoor-to-door©2005PrenticeHall14-6CouponingCouponing–PrintedcertificatesentitlethebearertoapricereductionorsomeotherspecialconsiderationforpurchasingaparticularproductCouponingaccountsfor70%ofconsumerpromotionspendingintheUS©2005PrenticeHall14-7Couponing©2005PrenticeHall14-8SalesPromotion:IssuesandProblemsFraud–PepsipromotionwithAppleRegulationsvarybycountryCulturaldispositionstocouponsandothersalespromotions–Malaysiansseecouponusageasembarrassing–Islamfrownsongamblingsosweepstakesmaynotwork©2005PrenticeHall14-9PersonalSellingPerson-to-personcommunicationbetweenacompanyrepresentativeandpotentialbuyersFocusistoinformandpersuadeprospectShort-termgoal:makeasaleLong-termgoal:buildrelationship©2005PrenticeHall14-10PersonalSellingHurdlesPoliticalRisks–unstableorcorruptgovernmentschangetherulesforthesalesteamRegulatoryHurdles–GovernmentscansetupquotasortariffsthataffectthesalesforceCurrencyFluctuations–increaseanddecreaseinlocalcurrenciescanmakecertainproductsunaffordableMarketUnknowns–lackofknowledgeofmarketconditions,theacceptedwayofdoingbusiness,orpositioningoftheproductmayderailthesalesteam’sefforts©2005PrenticeHall14-11TheStrategic/ConsultativeSellingModel©2005PrenticeHall14-12TheStrategic/ConsultativeSellingModelPersonalSellingPhilosophy–commitmenttothemarketingconceptandawillingnesstoadopttheroleofproblemsolver/partnerRelationshipStrategy–gameplanforestablishingandmaintaininghigh-qualityrelationshipswithprospects/customersProductStrategy–planthatcanassistthesalesrepresentativeinselectingandpositioningproductstosatisfycustomerneeds©2005PrenticeHall14-13TheStrategic/ConsultativeSellingModelCustomerStrategy–planthatensuresthatthesalesprofessionalwillbemaximallyresponsivetocustomerneedsPresentationStrategy–consistsofsettingobjectivesforeachsalescallandestablishingapresentationplantomeetthoseobjectives©2005PrenticeHall14-14TheStrategic/ConsultativeSellingModel©2005PrenticeHall14-15ThePresentationPlanApproachPresentationDemonstrationNegotiationClosingServicingtheSale©2005PrenticeHall14-16SalesForceNationalityExpatriatesHostcountryThirdcountryOtheroptions©2005PrenticeHall14-17SpecialFormsofMarketingCommunicationsDirectMarketing–Directmail–Catalogs–Infomercials,TeleshoppingEventSponsorship–Concerts,sportingevents–ProductplacementinmoviesInternetCommunications©2005PrenticeHall14-18DirectMarketingAnycommunicationwithaconsumerorbusinessrecipientthatisdesignedtogeneratearesponseintheformof:–Anorder–Requestforfurtherinformation–Avisittoastoreorotherplaceofbusiness©2005PrenticeHall14-19MassMarketingCommunicationthatistypicallyaimedatbroadsegmentsofconsumerswithcertaindemographic,psychographic,orbehavioralcharacteristics©2005PrenticeHall14-20DirectMarketingvs.MassMarketing©2005PrenticeHall14-21One-to-OneMarketingBuildingfromCustomerRelationshipManagement–Identifycustomersandaccumulatedetailedinformationaboutthem–Differentiatecustomersandrankthemintermsoftheirvaluetothecompany–Interactwithcustomersanddevelopmorecostefficientandeffectiveformsofinteraction–Customizetheproduct/serviceofferedtothecustomer©2005PrenticeHall14-22CatalogsAmagazinestylepublicationthatfeaturesphotographsandextensiveinformationaboutacompany’sproducts©2005PrenticeHall14-23ProductPlacement©2005PrenticeHall14-24LookingAheadChapter15StrategicElementsofCompetitiveAdvantage©2005PrenticeHall14-25ExpatriatesAdvantages–Superiorproductknowledge–Demonstratedcommitmenttoservicestandards–Trainforpromotion–GreaterHQcontrolDisadvantages–Highercost–Higherturnover–Costforlanguageandcross-culturaltrainingReturn©2005PrenticeHall14-26HostCountryAdvantages–Economical–Superiormarketknowledge–Languageskills–Superiorculturalknowledge–ImplementationquickerDisadvantages–Needsproducttraining–Maybeheldinlowesteem–Languageskillsmaynotbeimportant–DifficulttoensureloyaltyReturn©2005PrenticeHall14-27ThirdCountryAdvantages–Culturalsensitivity–Languageskil