Chapter 14 Promotion Strategies: Personal Selling, Publicity, and Sales Promotion.

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Presentation transcript:

Chapter 14 Promotion Strategies: Personal Selling, Publicity, and Sales Promotion

Chapter Outline Promotion and Communication Promotion Mix

Chapter Outline Personal Selling -Personal Selling vs. Advertising -Varying Quality and Style of Personal Selling -Intercultural Negotiation -Motivation -Telemarketing -Expatriate Personnel

Chapter Outline Publicity -The Nature of Publicity -The Management of Publicity -Negative Publicity Sales Promotion -The Nature of Sales Promotion -Restrictions Overseas Product Exhibitions

Purposes of Promotion communicate (inform) persuade (influence)

Process of Communication Source Encoding Message (Information) Decoding Destination

Promotion Mix Advertising Personal Selling Publicity Sales Promotion

Personal Selling Personal Selling vs. Advertising Varying Quality and Style of Personal Selling Intercultural Negotiation Motivation Telemarketing Expatriate Personnel

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