9.3: Personal Selling INTERNATIONAL MARKETING PAGES

Sales Scenes  9.1:Promotional Strategies  Promotion, AIDA, Communication Process, & Developing a Promotional Campaign (7 Steps)  9.2:Ad Campaign  Advertising, Publicity, Product Placement, 8 Steps to an ad campaign, & Ad theme  9.3:International Selling Strategies  Personal Selling, Sales Process, Sales Commission, Sales Promotion, Electronic Media, Integrated Marketing Communication

Chapter 9 Slide 3 MARKETING PROMOTION  Promotion: any form of communication that is designed to _____, _____, and _______ customers about a company, its goods, or services Inform, remind, persuade

Promotion  All promotional activities are based on the acronym AIDA  

9.1: Communication Process

9.1: Promotional Strategies  Sender: Person creating the message  Encode :Using language & symbols to design a message  Decode: The process of interpreting the message  Feedback :The receivers reaction to the message  Noise: Anything that interferes with the message

Charades  _____________________ is going to come up & act out a word or phrase  Identify the following from the communication process:  Sender:  Encode:  Message Channel Used :  Decode :  Feedback  Noise

Charades  _____________________ is going to come up & act out a word or phrase  Identify the following from the communication process:  Sender: Person acting out the message  Encode: Any actions (body language, context clues, language, etc..)the person used  Message Channel Used :Live  Decode :The classes process of interpretation  Feedback Classes reaction to encoders message. Was ad effective  Noise What, if anything, interfered with senders message

9.1 Review: Promotional Campaign Steps 7 Promotional Campaign StepsWhat does that mean? 1Identify Target AudiencesMay have multiple target audiences that are different than American target 20 – 45, Educated, White Collar, Lives in warm weather near beach Highly Skilled, Blue Collar, Lives in Warm weather in Urban area 2Set Communication GoalsWhat do you want communicated about your product to the target Reliable, Sporty, Sophisticated, Safe, etc.. 3Develop a Promotion BudgetSet your budget based on: What your competition does, % of your sales, Spend as much as possible, or objective & task (ideal) (Predict the amount of promotion needed to reach goal) 4Develop a Media StrategyPromotional Media are the tools you select to carry your message. Broadcast, print, outdoor, Online, & SMS 5Select a Promotional MixAdvertising, Personal Selling, Public Relations, & Sales Promos. Use a variety to be effective (Remind, Inform, & Persuade). 6Implement the PlanMay hire local ad agencies for help with media strategies, selecting promotional mix methods, & implementing the plan 7Evaluate Campaign EffectivenessUse market research to determine effectiveness. May be hard.

9.1 Promo Campaign v. 9.2: Ad Campaign 1. Identify target audience 2. Set Communication goals 3. Develop Promotional Budget 4. Develop media strategies 5. Create advertisements 6. Media Schedule 7. Implement Plan 8. Evaluate Plan 1. Identify target audience 2. Set Communication goals 3. Develop Promotional Budget 4. Develop media strategies 5. Select a promotional mix 6. Implement Plan 7. Evaluate Plan

9.3: Selling Process

Personal Selling  Personal Selling: Face-to-face interaction between a buyer and a seller  Used for products that involve complex decision making  Cars, jewelry, homes, & electronics  Profit margin is large enough to support sales staff  Common in industrial sales  International Sales Process  Approach:How you initiate the sales process. Includes pre-approach.  Sales presentationAny major communication component in the sales process  Answer ObjectionsOvercome a buyers reason to not buy  Closing the saleAsk the buyer to make a purchase  Follow upPost purchase activity aimed at making sure customer is happy. Creates goodwill.

Sales Process   ApproachGreet Customer  Sales PresentationFeatures / Benefits  ObjectionsCustomers reason to not buy  Close the saleGet the customer to commit to purchase  Follow upWhat you do to stay in touch with customer  Pretty Women:  What steps of the sales process do the sales person complete?  What is sales commission

Integrated Sales Management  Managing international sales requires that companies carefully hire and train their sales force  Developing countries struggle with advertising options  Developing countries can hire sales staff cheaply to complete AIDA process  International Sales Management also requires setting a compensation method  A sales commission compensates the sales person based on a percent of sales  Provides an incentive for the salesperson to stay with a company  Many companies combine a base salary with sales commission

Sales Promotions  Sales Promotions are incentives, coupons, or premiums used by a company to encourage customer action  Can be viewed as a form of price promotion  Larger companies have an advantage over a smaller company offering these  Planned locally  Trade Promotions are sales promotions that can be directed to members of the trade or industry as well as to final consumers  Many countries place restrictions on the use of sales promotions  Infrastructure in developing countries have a hard time supporting rebates because it requires a postal system  Premiums (free gifts) can be totally restricted or require special government approval

Sales Promotions Coupon Incentive Traffic Builder Factory Pack Trade In Coupon Plan Rebate Loyalty Program

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  Companies are shifting promotional budgets so that more money is spent on internet advertising than traditional

Integrated Marketing Communication  Integrated marketing communication is the 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

Shark Tank  Create the following based on what we view  First Sales Presentation:Coupon or Rebate & Sponsor an Incentive Items Give Away  Second Sales Presentation:Traffic Builder & Factory Pack  3 rd Sales Presentation:Create a Loyalty Program Card & Explain  4 th Sales PresentationAd Campaign Steps  Target Audience  Set Communication Goal  Ad Budget  Media Strategy  Create an Ad using 1 of the 6 themes  Develop a Media Schedule for the next 12 months  Implement Plan  Evaluate Plan

Turned In Paper Will Look Like…  Communication Process Defined & Explained (Charades)  Identify the following from the communication process:  Sender, Encoder, Message Channel Used, Decode r, Feedback, & Noise  Sales Process  Approach, Sales Presentation, Answer Objection, Close Sale, & Follow Up  Shark Tank  Sales Promotions  Coupons, Traffic Builder, Factory Pack, & Loyalty Program  Ad Campaign Steps Identified