International Marketing© Thomson/South-Western

ChapterChapterChapterChapter

International Marketing Communication9.03 9.03 Understand the selling process

and the importance of integrated marketing communication

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International Marketing© Thomson/South-Western

Chapter 9Slide 2

CUSTOMER ACTION

Marketers ultimately look for some type of action on part of customer. Purchase of product Change in behavior (quit smoking, protect

environment, etc.)

International Marketing© Thomson/South-Western

Chapter 9Slide 3

Personal Selling

Personal selling face-to-face interaction between buyer &

seller Immediate 2 way communication Allows for instant feedback Most common in industrial sales

Purchase decisions more

complexhttp://www.youtube.com/watch?v=n2oAvYMXAwk

International Marketing© Thomson/South-Western

Chapter 9Slide 4

Personal Selling (continued)

International Sales Process 1. Approach

Method used to start sales process Includes pre-approach involving background

research to understand customer’s needs http://www.youtube.com/watch?v=kkQqli81xTQ

2. Sales presentation Main communication component of sales

process Goal is to create desire

International Marketing© Thomson/South-Western

Personal Selling (continued

3. Answering objections Buyer may not understand enough about product May also be part of negotiation

4. Closing sale Ask the buyer to make purchase http://www.youtube.com/watch?v=T_npx6MIMUI - Crazy http://www.youtube.com/watch?v=r5iaTRqIafU - Don Draper

5. Follow-up Make sure customer is satisfied Helps create goodwill

Chapter 9Slide 5

International Marketing© Thomson/South-Western

Personal Selling (continued

Salesperson needs strong understanding of: Product Customer & local culture http://youtu.be/vxG6tHOB938 - Australia

http://www.youtube.com/watch?v=HPjs2IOa2IU - VW

Power structure within business customers’ organizations

Local negotiation techniques

Chapter 9Slide 6

International Marketing© Thomson/South-Western

Chapter 9Slide 7

Personal Selling (continued)

International Sales Management Companies need to carefully hire &

properly train their sales force. Less expensive in developing countries

Sales commission Compensates sales person based on

percentage of sales http://www.youtube.com/watch?v=_B-Zu3hVEkM

International Marketing© Thomson/South-Western

Chapter 9Slide 8

Sales Promotion Sales promotion

Incentive, such as coupon, rebate, or premium Many countries place restrictions on sales promotions More difficult in developing countries because of technology

& communication needs

Trade promotions Incentives directed to members of trade or industry as well

as to final customers

May be viewed as form of price

competition

International Marketing© Thomson/South-Western

Chapter 9Slide 9

Electronic Media

Electronic media - used to support sales efforts & to host company/product web sites. Helps create interest & desire Provides contact information Allows more information at lower price

than traditional media

International Marketing© Thomson/South-Western

Chapter 9Slide 10

MARKETING COMMUNICATION

Integrated marketing communication Planning process which tries to ensure

that all marketing communication efforts send consistent message to customers

Marketers usually set goals & budget Outsource message design to local market

to make sure message is understood

International Marketing© Thomson/South-Western

Chapter 9Slide 11

Standardization versus Customization Business markets need less

customization. Most businesses around world have same

information needs & same product needs

Consumer markets may require higher level of customization.