GLOBAL PROMOTION
International marketing (IM) or global marketing refers to marketing carried out by companies overseas or across national borderlines. This strategy uses an extension of the techniques used in the home country of a firm. It refers to the firm-level marketing practices across the border including market identification and targeting, entry mode selection, marketing mix, and strategic decisions to compete in international markets.
GLOBAL PROMOTION
PRICE
PLACE PROMOTION
GLOBAL PROMOTION
PROMOTION
Promotion embraces all efforts by an international business to enhance the desirability of its product among the potential buyers.
GLOBAL PROMOTION
GLOBAL PROMOTION
Promotion
GLOBAL PROMOTION
Sales
GLOBAL PROMOTION
ADVERTISING
It
is any paid form of non-personal presentation and promotion of goods or services by an identified sponsor. Higher income countries tend to spend more on advertising. U.S. has especially high advertising spending.
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GLOBAL PROMOTION
CONSTRAINTS ON ADVERTISING
Language
GLOBAL PROMOTION
GLOBAL ADVERTISING
International
TV channels: CNN, BBC Magazines with regional editions: Time, Newsweek, Playboy, Cosmopolitan International newspapers: Financial Times, Wall Street Journal Internet
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GLOBAL PROMOTION
ADVERTISING PROGRAMMES
The firm needs to consider three factors while designing its advertising programmes:
GLOBAL PROMOTION
The
message it wants to convey. The media available to convey the message. The extent to which the firm wants to globalise its advertising efforts.
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PERSONAL SELLING
Based on personal contacts. Commonly known as salesmanship. Requires high cost Effective for developing confidence in a customer Works well with high-unit value and infrequently purchased products
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GLOBAL PROMOTION
Closure
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Follow-up
SALES PROMOTION
Consists of a diverse collection of incentive tools, mostly short-term Offer incentives to buy Works well for low unit value and high turnover products Sales promotion activities are constrained by local laws that may not permit the use of some promotional tools.
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GLOBAL PROMOTION
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GLOBAL PROMOTION
Coupons
GLOBAL PROMOTION
Contests
Sweepstakes Price packs
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PUBLIC RELATIONS
Public relations (PR) is a the practice of managing the flow of information between an individual or an organization and the public. Designed to promote a companys image or its individual products Old name is publicity Plays an important role in assisting in the launch of new product, repositioning etc Gains political allies
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GLOBAL PROMOTION
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GLOBAL PROMOTION
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GLOBAL PROMOTION
GLOBAL PROMOTION
Differences
in desires by
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culture
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GLOBAL PROMOTION