International Marketing © Thomson/South-Western ChapterChapter International Marketing Communication Understand the selling process and the importance of integrated marketing communication 9

International Marketing © Thomson/South-Western Chapter 9 Slide 2 CUSTOMER ACTION Marketers ultimately look for some type of action on part of customer. Purchase of product Change in behavior (quit smoking, protect environment, etc.)

International Marketing © Thomson/South-Western Chapter 9 Slide 3 Personal Selling Personal selling face-to-face interaction between buyer & seller Immediate 2 way communication Allows for instant feedback Most common in industrial sales Purchase decisions more complex

International Marketing © Thomson/South-Western Chapter 9 Slide 4 Personal Selling (continued) International Sales Process 1. Approach Method used to start sales process Includes pre-approach involving background research to understand customer’s needs 2. Sales presentation Main communication component of sales process Goal is to create desire

International Marketing © Thomson/South-Western Personal Selling (continued 3. Answering objections Buyer may not understand enough about product May also be part of negotiation 4. Closing sale Ask the buyer to make purchase - Crazy Don Draper 5. Follow-up Make sure customer is satisfied Helps create goodwill Chapter 9 Slide 5

International Marketing © Thomson/South-Western Personal Selling (continued Salesperson needs strong understanding of: Product Customer & local culture - Australia VW Power structure within business customers’ organizations Local negotiation techniques Chapter 9 Slide 6

International Marketing © Thomson/South-Western Chapter 9 Slide 7 Personal Selling (continued) International Sales Management Companies need to carefully hire & properly train their sales force. Less expensive in developing countries Sales commission Compensates sales person based on percentage of sales

International Marketing © Thomson/South-Western Chapter 9 Slide 8 Sales Promotion Sales promotion Incentive, such as coupon, rebate, or premium Many countries place restrictions on sales promotions More difficult in developing countries because of technology & communication needs T rade promotions Incentives directed to members of trade or industry as well as to final customers May be viewed as form of price competition

International Marketing © Thomson/South-Western Chapter 9 Slide 9 Electronic Media Electronic media - used to support sales efforts & to host company/product web sites. Helps create interest & desire Provides contact information Allows more information at lower price than traditional media

International Marketing © Thomson/South-Western Chapter 9 Slide 10 MARKETING COMMUNICATION Integrated marketing communication Planning process which tries to ensure that all marketing communication efforts send consistent message to customers Marketers usually set goals & budget Outsource message design to local market to make sure message is understood

International Marketing © Thomson/South-Western Chapter 9 Slide 11 Standardization versus Customization Business markets need less customization. Most businesses around world have same information needs & same product needs Consumer markets may require higher level of customization.