Chapter 15 Global Marketing Global Promotion Chapter 15 Global Marketing

Keegan and Green, Chapter 15 Sales Promotion Sales promotion refers to any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand Price vs. non-price promotions Consumer vs. trade promotions Keegan and Green, Chapter 15

Keegan and Green, Chapter 15 Sales Promotions Provide a tangible incentive to buyers Reduce the perceived risk associated with purchasing a product Provide accountability for communications activity Provide method of collecting additional data for database Keegan and Green, Chapter 15

Factors Affecting Headquarters’ Involvement in Sales Promotion Efforts Cost Complexity Global Branding Transnational Trade Keegan and Green, Chapter 15

Examples of Local Sales Promotions by Global Marketers Seagram Spirits and Wine Group/global promotion Online charity auction in Fall 2001 to celebrate 200th anniversary of Chivas Regal scotch Toyota Motor Manufacturing USA-focused promotion Sweepstakes offering all-expense paid trip for two to Kentucky Derby Japan-based promotion Half-price lottery will give 100 winners a cash incentive on purchase of a car Keegan and Green, Chapter 15

Common Forms of Sales Promotions Sampling Provides consumer with opportunity to try product at no cost May be distributed in stores, in the mail, through print media, at events, or door-to-door Couponing Printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product Keegan and Green, Chapter 15

Keegan and Green, Chapter 15 Personal Selling Person-to-person communication between a company representative and potential buyers Focus is to inform and persuade prospect Short-term goal: make a sale Long-term goal: build relationship Keegan and Green, Chapter 15

Global Considerations Affecting Sales Force Use Political risks Regulatory hurdles Currency fluctuations Market unknowns Keegan and Green, Chapter 15

Keegan and Green, Chapter 15 Different Sales Types Expatriates Host country Third country Keegan and Green, Chapter 15

Special Forms of Marketing Communications Direct Marketing Direct mail Catalogs Infomercials, Teleshopping Event Sponsorship Concerts, sporting events Product placement in movies Internet Communications Keegan and Green, Chapter 15

Categories of Web Sites Web Site Content Information/ service Transactions Apple Computer Saturn Domestic Global Music Boulevard PC Flowers Audience Focus Fedex British Airways Amazon.com Dell Keegan and Green, Chapter 15