Ch 15. Global Marketing Communication Decisions II

1
Ch 15. Global Marketing Communication Decisions II

• Sales Promotion
• Personal Selling
• Special Forms of Marketing Communications
• New Media

2
Sales Promotion

• Consumer Sales Promotion
• Trade Sales Promotion
• Sampling
• Couponing
• Sales Promotions Issues and Problems

3
Personal Selling

• Challenges to personal Selling
• Political Risks
• Regulatory hurdles
• Currency fluctuations
• Market unknowns

4
Strategic/Consultative Model

• Develop a
• Personal Selling Philosophy
• Relationship Strategy
• Product Strategy
• Customer Strategy
• Presentation Strategy

5
Sales Force Nationality Issue

• Expatriates
• Host Country Nationals
• Third Country Nationals

6
Special Forms of Marketing Communications

• Direct Marketing
• Even Sponsorship
• Product Placement
• New Media and E-Commerce