1. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Chapter Sixteen GLOBAL PROMOTION, DIRECT MARKETING AND PERSONALSELLING

2. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 1 GLOBAL SALES PROMOTION TOOLS 1. IN-STORE (P-O-P) AND TRADE PROMOTIONS - - WATCH REGULATORY PROBLEMS (IKEA IN GERMANY) 2. EVENTS AND SPONSORSHIPS - - GLOBAL COMMUNICATIONS WITH GLOBAL BRAND (FUJI’S OLYMPIC COUP, WINDOWS 95) 3. CROSS-MARKETING -- MERCHANDISE THAT EXTENDS AND BUILDS THE BRAND

3. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 2 GLOBAL SALES PROMOTION TOOLS 4. PUBLICITY - - (GATES, KNIGHT) 5. PUBLIC RELATIONS - - (NESTLE’S BABY FORMULA) 6. INTERNATIONAL TRADE FAIRS -- (MICROLOG) INTEGRATED MARKETING COMMUNICATIONS (IMC)

4. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 3 EVENT MARKETING * AIM: CREATE NEWS * USE THE EVENT AS A MEDIA VEHICLE * ATTRACTIVE PEOPLE, PRODUCTS * SPONSORS: BUY VISIBILITY * PURE EXPOSURE EFFECT * CREATE FAMILIARITY

5. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 4 Major Special Events Organized or Sponsored by Swatch Source: Pinson and Kimball, 1987. Copyright © 1987 INSEAD-CEDEP, Fontainebleau, France. Reproduced with the permission of INSEAD-CEDEP.

6. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 5 Major Special Events Organized or Sponsored by Swatch Source: Pinson and Kimball, 1987. Copyright © 1987 INSEAD-CEDEP, Fontainebleau, France. Reproduced with the permission of INSEAD-CEDEP.

7. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 6 Regulations Regarding Premiums, Gifts and Competitions in Selected Countries Source: Jean J. Boddewyn, Premiums, Gifts, and Competitions, New York: (International Advertising Association, 1988. © 1988 International Advertising Association

8. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 7 Regulations Regarding Premiums, Gifts and Competitions in Selected Countries Source: Jean J. Boddewyn, Premiums, Gifts, and Competitions, New York: (International Advertising Association, 1988. © 1988 International Advertising Association

9. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 8 Regulations Regarding Premiums, Gifts and Competitions in Selected Countries Source: Jean J. Boddewyn, Premiums, Gifts, and Competitions, New York: (International Advertising Association, 1988. © 1988 International Advertising Association

10. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 9 DIRECT MARKETING 1.CATALOG OF PRODUCTS (“STORE”) 2.NAMES, ADDRESSES, TELEPHONES, FAXES, EMAILS 3.TOLL-FREE NUMBERS (1-800, 1-888) 4.CREDIT CARDS 5.STANDARDIZED, RELIABLE BRANDS (GLOBAL BRANDS)

11. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 10 DIRECT MARKETING IMPLEMENTATION 1.DO-IT-YOURSELF --(IN-HOUSE EXPERTISE LIMITED?) 2.MARKETING INTERMEDIARY --(CF EXPORT MANAGEMENT COMPANY - NO LEARNING) 3.STRATEGIC ALLIANCE --(LOCAL DM COMPANY)

12. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 11 NEW DARK HORSE: INTERNET GLOBAL ACCESS GLOBAL (GRAY) DISTRIBUTION GLOBAL (DISCOUNT) PRICING GLOBAL (CARD) PAYMENT GLOBAL SECURITY GLOBAL COMMUNICATIONS & BRANDS!!

13. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 12 SALES PRESENTATION ATTENTIONINTERESTDESIRECONVICTIONACTION

14. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 13 FOUR FACTORS AFFECTING TRANSFERABILITY OF SELLING PRACTICES 1.GEOGRAPHICAL AND PHYSICAL DIMENSIONS 2.DEGREE OF MARKET DEVELOPMENT 3.DIFFERING REGULATORY ENVIRONMENTS 4.DIFFERING HUMAN RELATIONS

15. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Slide 16 - 14 WHAT MAKES A GREAT SALESPERSON? LOW CONTENT PREPARATION GREAT PRODUCT APPEARANCEENTHUSIASMSELF-CONFIDENCE GREAT CLOSER OF TRANSACTION LOW CONTENT PREPARATION GREAT PRODUCT APPEARANCEENTHUSIASMSELF-CONFIDENCE GREAT CLOSER OF TRANSACTION HIGH CONTENT PREPARATION GREAT PRODUCT THE “PERSON” CULTURAL AWARENESS RELATIONSHIP ORIENTED HIGH CONTENT PREPARATION GREAT PRODUCT THE “PERSON” CULTURAL AWARENESS RELATIONSHIP ORIENTED