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

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Presentation on theme: "Chapter 14 Promotion Strategies: Personal Selling, Publicity, and Sales Promotion."— Presentation transcript:

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

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