1. Chapter 15 Global Marketing
Global Promotion
Chapter 15
Global Marketing

2. Keegan and Green, Chapter 15
Sales Promotion
Sales promotion refers to any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand
Price vs. non-price promotions
Consumer vs. trade promotions
Keegan and Green, Chapter 15

3. Keegan and Green, Chapter 15
Sales Promotions
Provide a tangible incentive to buyers
Reduce the perceived risk associated with purchasing a product
Provide accountability for communications activity
Provide method of collecting additional data for database
Keegan and Green, Chapter 15

4. Factors Affecting Headquarters’ Involvement in Sales Promotion Efforts
Cost
Complexity
Global Branding
Transnational Trade
Keegan and Green, Chapter 15

5. Examples of Local Sales Promotions by Global Marketers
Seagram Spirits and Wine Group/global promotion
Online charity auction in Fall 2001 to celebrate 200th anniversary of Chivas Regal scotch
Toyota Motor Manufacturing
USA-focused promotion
Sweepstakes offering all-expense paid trip for two to Kentucky Derby
Japan-based promotion
Half-price lottery will give 100 winners a cash incentive on purchase of a car
Keegan and Green, Chapter 15

6. Common Forms of Sales Promotions
Sampling
Provides consumer with opportunity to try product at no cost
May be distributed in stores, in the mail, through print media, at events, or door-to-door
Couponing
Printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product
Keegan and Green, Chapter 15

7. Keegan and Green, Chapter 15
Personal Selling
Person-to-person communication between a company representative and potential buyers
Focus is to inform and persuade prospect
Short-term goal: make a sale
Long-term goal: build relationship
Keegan and Green, Chapter 15

8. Global Considerations Affecting Sales Force Use
Political risks
Regulatory hurdles
Currency fluctuations
Market unknowns
Keegan and Green, Chapter 15

9. Keegan and Green, Chapter 15
Different Sales Types
Expatriates
Host country
Third country
Keegan and Green, Chapter 15

10. Special Forms of Marketing Communications
Direct Marketing
Direct mail
Catalogs
Infomercials, Teleshopping
Event Sponsorship
Concerts, sporting events
Product placement in movies
Internet Communications
Keegan and Green, Chapter 15

11. Categories of Web Sites
Web Site Content
Information/ service Transactions
Apple Computer
Saturn
Domestic
Global
Music Boulevard
PC Flowers
Audience
Focus
Fedex
British Airways
Amazon.com
Dell
Keegan and Green, Chapter 15