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

2. Chapter Outline Promotion and Communication Promotion Mix

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

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

5. Purposes of Promotion communicate (inform) persuade (influence)

6. Process of Communication Source Encoding Message (Information) Decoding Destination

7. Promotion Mix Advertising Personal Selling Publicity Sales Promotion

8. Publicity Nature of publicity Management of publicity Handling negative publicity

9. Sales Promotion Nature: temporary, supplementary techniques to stimulate demand Techniques: coupons, sweepstakes, games, contests, price-offs, demonstrations, premiums, samples, money refund offers, etc. Legal restrictions

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