GlobalMarketingDecisions全球营销沃伦J基ppt课件

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1、Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text s

2、tyles,Second level,Third level,Fourth level,Fifth level,2005 Prentice Hall3/24/2020,*,*,14-,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2005 Prentice Hall3/24/2020,*,*,14-,*,Click to edit Master title style,Click to edit Maste

3、r text styles,Second level,Third level,Fourth level,Fifth level,2005 Prentice Hall3/24/2020,*,*,14-,*,Chapter 14 Global Marketing Decisions:Sales Promotion,Personal Selling,Special Forms of Marketing Communication,PowerPoint,by,Kristopher Blanchard,North Central University,2005 Prentice Hall3/24/202

4、07/18/2020,1,Chapter 14 Global Marketing D,Sales Promotion,Sales promotion refers to any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand,Price vs.non-price promotions,Consumer vs.trade promotions,2005 Prentice Hall3/24/20207/18/2020,2,S

5、ales PromotionSales promotion,Sales Promotion,Provide a tangible incentive to buyers,Reduce the perceived risk associated with purchasing a product,Provide accountability for communications activity,Provide method of collecting additional data for database,2005 Prentice Hall3/24/20207/18/2020,3,Sale

6、s PromotionProvide a tangi,Sales Promotion:Global or Local,In countries with low levels of economic development,low incomes limit the range of promotional tools available,Market maturity can also be different from country to country,Local perceptions of a particular promotional tool or program can v

7、ary,Local regulations may rule out use of a particular promotion in certain countries,Trade structure in the retailing industry can affect the use of sales promotions.,2005 Prentice Hall3/24/20207/18/2020,4,Sales Promotion:Global or Loc,Sampling,Sampling,Provides consumer with opportunity to try pro

8、duct at no cost,May be distributed in stores,in the mail,through print media,at events,or door-to-door,2005 Prentice Hall3/24/20207/18/2020,5,SamplingSampling 2005 Prentic,Couponing,Couponing,Printed certificates entitle the bearer to a price reduction or some other special consideration for purchas

9、ing a particular product,Couponing accounts for 70%of consumer promotion spending in the US,2005 Prentice Hall3/24/20207/18/2020,6,CouponingCouponing 2005 Prent,Couponing,2005 Prentice Hall3/24/20207/18/2020,7,Couponing 2005 Prentice Hall3,Sales Promotion:Issues and Problems,Fraud,Pepsi promotion wi

10、th Apple,Regulations vary by country,Cultural dispositions to coupons and other sales promotions,Malaysians see coupon usage as embarrassing,Islam frowns on gambling so sweepstakes may not work,2005 Prentice Hall3/24/20207/18/2020,8,Sales Promotion:Issues and Pr,Personal Selling,Person-to-person com

11、munication between a company representative and potential buyers,Focus is to inform and persuade prospect,Short-term goal:make a sale,Long-term goal:build relationship,2005 Prentice Hall3/24/20207/18/2020,9,Personal SellingPerson-to-pers,Personal Selling Hurdles,Political Risks unstable or corrupt g

12、overnments change the rules for the sales team,Regulatory Hurdles Governments can set up quotas or tariffs that affect the sales force,Currency Fluctuations increase and decrease in local currencies can make certain products unaffordable,Market Unknowns lack of knowledge of market conditions,the acc

13、epted way of doing business,or positioning of the product may derail the sales teams efforts,2005 Prentice Hall3/24/20207/18/2020,10,Personal Selling HurdlesPoliti,The Strategic/Consultative Selling Model,2005 Prentice Hall3/24/20207/18/2020,11,The Strategic/Consultative Sel,The Strategic/Consultati

14、ve Selling Model,Personal Selling Philosophy commitment to the marketing concept and a willingness to adopt the role of problem solver/partner,Relationship Strategy game plan for establishing and maintaining high-quality relationships with prospects/customers,Product Strategy plan that can assist th

15、e sales representative in selecting and positioning products to satisfy customer needs,2005 Prentice Hall3/24/20207/18/2020,12,The Strategic/Consultative Sel,The Strategic/Consultative Selling Model,Customer Strategy plan that ensures that the sales professional will be maximally responsive to custo

16、mer needs,Presentation Strategy consists of setting objectives for each sales call and establishing a presentation plan to meet those objectives,2005 Prentice Hall3/24/20207/18/2020,13,The Strategic/Consultative Sel,The Strategic/Consultative Selling Model,2005 Prentice Hall3/24/20207/18/2020,14,The Strategic/Consultative Sel,The Presentation Plan,Approach,Presentation,Demonstration,Negotiation,Closing,Servicing the Sale,2005 Prentice Hall3/24/20207/18/2020,15,The Presentation PlanApproach,Sales