chapter 14
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
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
- Motivation
- Telemarketing
- Expatriate Personnel
Chapter Outline
Publicity
- The Nature of Publicity
- The Management of Publicity
- Negative Publicity Sales Promotion
- The Nature of Sales Promotion
- Restrictions Overseas Product Exhibitions
Purposes of Promotion
communicate (inform) persuade (influence)
Process of Communication
Source Encoding Message (Information) Decoding Destination
Promotion Mix
Advertising Personal Selling Publicity Sales Promotion
Publicity
Nature of publicity Management of publicity Handling negative publicity
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
Personal Selling
Personal Selling vs. Advertising Varying Quality and Style of Personal Selling Intercultural Negotiation Motivation Telemarketing Expatriate Personnel