1. Chapter 13 & 18 Communication, Advertising, Promotion, and Sales

2. The Marketing Communication Process
Sender
(Encodes Message)
Message
Message
Channel
Receiver
(Decodes Message)
Noise
Feedback
Communication
Outcome

3. Stages of the Negotiation Process
The offer
assess each parties’ needs and commitment
Informal meetings
trust-building among deal makers
Strategy formulation
review and assess factors to be negotiated
Negotiations
formal, informal, short or long
Implementation

4. The Promotional Mix Advertising any form of non-personal communication
Personal Selling
the use of person-to-person communication
Publicity
non-paid, commercially significant news
Sales Promotion
Direct inducements of extra value or incentives
Sponsorship
Promoting interests of company by association

5. The Promotional Mix Push strategies Pull strategies
focus on personal selling, considered essential in international marketing of industrial goods.
Pull strategies
depend on mass communications (advertising of consumer-oriented goods) to reach target audiences over long distribution channels.
Integrated marketing communications
coordinated use of a broad range of promotional tools to reach a target market.

6. Communications Tools Direct marketing
Is intended to extract immediate and measurable responses to direct-response advertising, telemarketing, and direct selling.
Direct mail depends on acquiring mailing lists that target the intended audience.
Effective direct mailing require extensive planning of materials, format, and mode of mailing.
The Internet
can expand marketing communications world-wide with low costs.

7. Trade Show Participation
Reasons for participation
Customer can examine the product.
Goodwill and contact cultivation.
Locating a trade intermediary.
Opportunity to meet government officials and decision makers.
Opportunity for market research and collecting competitive intelligence.
Exporters able to reach sales prospects in brief time period at reasonable cost per contact.
Reasons for not participating
High cost.
Identifying the “right” trade shows to participate in.
Coordination.

8. Personal Selling The most effective promotional tool.
Costs per contact are high.
Yields immediate customer feedback and sales results.
Keys to personal selling
Salesperson’ has the ability to adapt to the customer and the selling situation.
Salesperson must have a thorough knowledge of the product or service.

9. Sales Promotions
Couponing, sampling premiums, education and demonstration, point-of-purchase, direct mail.
The impact of promotions on intermediaries must be carefully considered.
Varying local regulations may prevent or limit the types and use of sales promotions.
50% off with Coupon

10. Sponsorships
A company pays a fee to be associated with an event, team, athletic association, or sports facility
Combines elements of PR and sales promotion
Draws media attention

11. Product Placement
Arranging to have the company’s products and brand names appear in TV shows, movies, and other types of entertainment
Marketers also lend or donate products to celebrities and other public figures

12. Manolo Blahnik