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Chapter 16-17 INTERNATIONAL PROMOTION DECISIONS

Chapter 16-17 INTERNATIONAL PROMOTION DECISIONS. Chapter 16 INTEGRATED MARKETING COMMUNICATIONS AND NTERNATIONAL ADVERTISING. The International Communication Process. Integrated Marketing Communication. Integrated Marketing Communication (IMC) defined

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Chapter 16-17 INTERNATIONAL PROMOTION DECISIONS

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  1. Chapter 16-17INTERNATIONAL PROMOTION DECISIONS

  2. Chapter 16INTEGRATED MARKETING COMMUNICATIONS AND NTERNATIONAL ADVERTISING

  3. The International Communication Process

  4. Integrated Marketing Communication Integrated Marketing Communication (IMC) defined Product, price, promotion, distribution must convey/reinforce the same message Need to integrate advertising, sales promotion, trade shows, personal selling, and public relations How the elements of the IMC would be different in international promotion (compared to domestic promotion) Exhibit 16.1, 16.2, 16.3a and 16.3b give industry data examples

  5. Factors Affecting IMC Decisions • Standardization Debate • Nature of Product • Legal Constraints • Linguistic Limitations • Cultural Diversity • Media Limitations • Production and Cost Limitations • Tactical Considerations • Availability, cost, coverage, competition, social media, mobile phone • Pattern of media use (newspapers, radio, TV, satellite TV, direct mail, bill board),

  6. Other Issues In Advertising • Role of international advertising agencies • Controlling International Advertising

  7. Chapter 16-17PERSONAL SELLING AND SALES MANAGEMENT

  8. International Personal Selling • International Personal Selling • Differs from domestic personal selling • Cultureand legal issues • Nature of product • International Personnel (not Personal!) Decisions • Increasingly becoming globalized • New profile of a manager • Developing cultural awareness • Language skills

  9. International Sales Management • Designing the Sales Force- direct vs. indirect • Recruiting Marketing and Sales Personnel • Expatriates • Virtual Expatriates • Local Nationals • Third Country Nationals • Host and Home Country Restrictions • Selecting Sales and Marketing Personnel • Training for International Marketing • Motivating Sales Personnel

  10. International Sales Management-continued • Designing Compensation System • For expatriates • For a global sales force • Evaluating and Controlling Sales Representatives • Preparing U.S Personnel for Foreign Assignments • Is U.S. a special case? • Motivation vs. Reluctance • Building a successful repatriation program

  11. DISCUSSION QUESTIONS • What is Integrated Marketing Communication (IMC)? How the elements of the IMC would be different in international promotion? Explain. • What is communication process? How it can be useful to an international marketer? Explain. • Discuss the factors affecting the IMC decisions of a company (question may be asked to discuss specific factors) • Explain the role of international advertising firms in marketing. • How an international sales force can be recruited, trained, motivated and controlled? Explain. • What is the profile of a new manager in international marketing or an international sales force? What difficulties we may encounter in preparing U.S citizens for these assignments?

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