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Chapter 14

Chapter 14. Promotion Strategies: Personal Selling, Publicity, and Sales Promotion. Chapter Outline. Promotion and Communication Promotion Mix. Chapter Outline. Personal Selling - Personal Selling vs. Advertising - Varying Quality and Style of Personal Selling - Intercultural Negotiation

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Chapter 14

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  1. Chapter 14 Promotion Strategies: Personal Selling, Publicity, and Sales Promotion

  2. Chapter Outline • Promotion and Communication • Promotion Mix

  3. Chapter Outline • Personal Selling - Personal Selling vs. Advertising - Varying Quality and Style of Personal Selling - Intercultural Negotiation - Motivation - Telemarketing - Expatriate Personnel

  4. Chapter Outline • Publicity - The Nature of Publicity - The Management of Publicity - Negative Publicity • Sales Promotion - The Nature of Sales Promotion - Restrictions • Overseas Product Exhibitions

  5. Purposes of Promotion • communicate (inform) • persuade (influence)

  6. Process of Communication • Source • Encoding • Message (Information) • Decoding • Destination

  7. Promotion Mix • Advertising • Personal Selling • Publicity • Sales Promotion

  8. Publicity • Nature of publicity • Management of publicity • Handling negative publicity

  9. Sales Promotion • Nature: temporary, supplementary techniques to stimulate demand • Techniques: coupons, sweepstakes, games, contests, price-offs, demonstrations, premiums, samples, money refund offers, etc. • Legal restrictions

  10. Personal Selling • Personal Selling vs. Advertising • Varying Quality and Style of Personal Selling • Intercultural Negotiation • Motivation • Telemarketing • Expatriate Personnel

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