Global Promotion Strategies.pptx

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GlobalPromotionStrategies



Pull Vs Push Strategy

Pull Strategy

A promotional

strategy directedat the final buyer

or end user of a

product or

services.

Push Strategy

A promotional

strategy directedat the distributors

of a product.



Personal Selling

It is the communication between apotential buyer and a salesperson to the

end of understanding buyer needs,matching those needs to the supplier’sproduct or services, and ultimatelyachieving sales



International Selling (MultiCountry Sales Force)

Purchasing Behavior

It is important to identify buying unit in the

client company. Buying unit consist of allpersons who have input into the buying

decision.

Buying Criteria

International salesperson may have to dealwith different decision or objectives on the

part of the purchaser.



Language

Business Etiquette

Global marketers are likely to encounter diverseset of business practices because interpersonalbehavior is intensely culture-bound.

Ex. Lateness can cause visitors to “lose face” inHong Kong which is not an acceptable trait.

In Switzerland they are impressed if visitors arrives

10-15 minutes early.



International SalesNegotiations

Negotiations in the global arena iscomplicated because the negotiating

patterns frequently come from differentcultural backgrounds.

Careful background preparation on thecultural norms of the foreign country is the

starting point of the success of thenegotiation.



Ex. Negotiations in China took longer timebecause it was used for

interdepartmental negotiations amongChinese themselves.

American managers like to “get it all inwriting” while in Brazil, even a written

contract may not be regarded as binding, but rather as open for continuedrenegotiation.



Local Selling (Single CountrySales Force)

The local sales force can be expected tounderstand local customs, and the global

company typically gains additionalacceptance in the market.

Role of Local Sales Force

Missionary sales force focuses on promoting

the product rather than distributing theproduct or even finalizing sale.



Foreign Sales Practices

Although sales force are employed virtually

every where the nature of their interaction withthe local customer is unique to each marketand may affect local sales operation.

Ex. Japanese often judge salespersons sincerity

through the frequency of their phone calls.

Recruiting Sales Force Compensation



Selling to Businesses andGovernments

International Trade Fairs Trade Fairs are ideal for exposing new customers

and potential distributors to a company’sproduct range. Are also a chance for companyto meet with prospective customers in a lessformal atmosphere.

Germany’s Hannover Fair is considered thelargest industrial fair in the world attracting app.6000 exhibitors in engineering and technology in

60 countries. Consequently trade fairs are a means of both

selling products and gathering important anduseful market intelligence.



Selling through a BiddingProcess

Companies competing for such major projectsmust take a number of steps beforenegotiations for a specific purchase can begin.

Search Phase

A phase in which potential supplier identifyprojects of interest with them.

Prequalifying Phase

A prospective buyers ask for documentationfrom interested suppliers to verify that biddersare trustworthy and capable of handling theproposed project.



Formal Bid

The potential supplier states the price it will

charge a client for a project and details theterms of the project.

Performance Bond

a guarantee that the company will paycertain specified damages to the customer ifthe job is not completed in accordance withthe agreed upon specifications.



Consortium Selling

A group of firms that participate in aproject on a pre-agreed-on basis but act

as one company toward the buyer.

Turnkey Project

A project in which the supplier provides the

buyer with a complete solution for

immediate use, occupation or operation.



Other Forms of Promotion

Sales Promotion

Encompasses marketing activities that

generates sales by adding value to products. Sales Promotions such as coupons, gifts, and

various types of reduced priced labels areused in most countries.

Slotting Allowance- a promotion aimed at

distributors it is a payment made to retailers inreturn for taking a new product.



Sports Promotionand Sponsorship

It is common in

Europe and US

and is growing

fast in certainparts in east

Asia, middle

East, Brazil and

India



Telemarketing, Direct Mail and Spam

Product Placement

Television show “Please be careful in my Heart”

Managing Word of Mouth

Buzz Marketing

Managed word of mouth in which firm attemptto promote a sale and encourage people to

talk about the firm.



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Global Promotion Strategies.pptx

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