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.
Trang 1Chapter 14
Promotion Strategies: Personal Selling,
Publicity, and Sales Promotion
Trang 2
Chapter Outline
Trang 3
Chapter Outline
- Personal Selling vs Advertising
- Varying Quality and Style of Personal Selling
- Intercultural Negotiation
- Motivation
- Telemarketing
- Expatriate Personnel
Trang 4
Chapter Outline
- The Nature of Publicity
- The Management of Publicity
- Negative Publicity
- The Nature of Sales Promotion
- Restrictions
Trang 5
Purposes of Promotion
Trang 6
Process of Communication
Trang 7
Promotion Mix
Trang 8
Publicity
Trang 9
Sales Promotion
techniques to stimulate demand
contests, price-offs, demonstrations,
premiums, samples, money refund offers,
etc
Trang 10
Personal Selling