International marketing strategy and theory ch14

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 ... and Communication  Promotion Mix Chapter Outline  Personal - Selling Personal Selling vs Advertising Varying Quality and Style of Personal Selling Intercultural Negotiation Motivation Telemarketing... Nature of publicity  Management of publicity  Handling negative publicity Sales Promotion  Nature: temporary, supplementary techniques to stimulate demand  Techniques: coupons, sweepstakes, games,... Selling  Personal Selling vs Advertising  Varying Quality and Style of Personal Selling  Intercultural Negotiation  Motivation  Telemarketing  Expatriate Personnel