Task Ten International Promotion Strategies（课件）- 《国际市场营销实务》同步教学（对外经贸大学·2011）

Task Ten International Promotion Strategies Introduction Through promotional activities, companies can communicate with customers, stimulate demands and provide information that buyers need to make a purchase decision. The promotional mix consists of advertising, personal selling, public relations, sales promotion and direct marketing. I Factors Affecting International Product Promotion To promote products in an effective way, the sender needs to have a clear purpose of the message, understand the receivers and how they interpret and respond to the messages. Understanding the factors of effective international communication helps marketers to decide the promotional tools and strategies. I Factors Affecting International Product Promotion 1. Languages 2. Culture 3. Legal and Regulatory Conditions---look at Mini-Case 10.1 4. Competition II Strategies of International Promotional Mix 1. International Communication Process Push Strategy----international marketers target on the middlemen, and promote the products to the middlemen and the middlemen finally promote them to the end-users. Pull Strategy----international marketers target on the end-users. They communicate the product information to consumers and arouse their strong desire for the products. Once the demand is high enough, middlemen are willing to distribute the products for manufacturers. 2. Advertising Strategy Decision Process of Advertisement 1.Objectives Setting Communication Objectives Sales Objectives 2.Budge Decisions 3.Message Decisions Look at Mini-Case 10.2 Decision Process of Advertisement 4. Media Decisions Reach Frequency Impact 5. Agency Selection Look at Mini-Case 10.3 6. Advertising Evaluation 3. Personal Selling Strategy 3.1 Types of International Sales Force Expatriate Salespersons Host Country Nationals Third Country Nationals 3.2 Managing the Sales Force 3.3 Steps in the Selling Process 1 Identifying and Qualifying Customers 2 Pre-approach Customers 3 Approach 4 Presentation and Demonstr