McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc.. McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc.. Ethnic DifferencesSources Of Information Values Of Print Frequency Of
Trang 3“…informs customers
of the availability, desirability, and uses
of products.”
Trang 5Developing Advertising Program
Budget Media What/How To Say It
Agency Expected Results
Trang 8McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc All rights reserved.
Why People Don’t Shop Online
Trang 9Necessary Website Features
Source: “Dreaming of a Green Christmas”, Newsweek, November 11, 2002, p E24
Trang 12McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc All rights reserved.
Other Advertising Techniques
Trang 13Ethnic Differences
Sources Of Information Values Of Print
Frequency Of Use/Affordability
Target Market Media
Ryan McVay/Getty Images
Trang 14McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc All rights reserved.
Global Marketing: Importing
Import & Sell Products
Sell International Products
Sami Sarkis/Getty Images
Trang 16 Demand For U.S Products
Receiving Country Benefits
Global Marketing:
Opportunities/Challenges
PhotoDisc/Getty Images
Trang 19Levels & Risks Of Internationalization
Trang 20Small Business
Administration
SCORE ACE
U.S Department Of Commerce
C Sherburne/PhotoLink/Getty
Trang 21“…involves the effective
movement of a product from the production line
to the final consumer.”
Trang 22McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc All rights reserved.
Distribution Activities
Storing Order Processing Transportation
Speed Frequency Dependability Points Served Capability
Cost
StockTrek/Getty Images
Trang 23Distribution Channel Considerations
1) Geographical Market &
5) Incentives For Resellers
Andre Kudyusov/Getty Images
Trang 24McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc All rights reserved.
Distribution Channels: Consumer
Trang 25Distribution Channels: Industrial
Trang 27Retailing Trends
Off-Price Self-Service Fast Food
ATMs Television Shopping Internet
Jason Reed/Ryan McVay/Getty Images
Trang 28McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc All rights reserved.
Creative Selling Process
Trang 29Mental Attributes Of Creative Salesperson
Judgment
Tact
Trang 30McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc All rights reserved.
Physical Attributes Of Creative Salesperson