Lecture International marketing: Strategy and theory - Chapter 14: Promotion strategies: Personal selling, publicity, and sales promotion

This chapter examines the communication process in general as well as those promotional components other than advertising that are part of the process. Attention is given to the role of personal selling, both internationally and locally.The pros and cons of employing local nationals for selling are also discussed.

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     .. .Chapter Outline  Promotion and Communication  Promotion Mix     Chapter Outline  Personal - Selling Personal Selling vs Advertising Varying Quality and Style of Personal Selling... Sales Promotion     Publicity  Nature of publicity  Management of publicity  Handling negative publicity     Sales Promotion  Nature: temporary, supplementary techniques to stimulate demand... 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