ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基2024/3/25ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基SalesPromotionSalespromotionreferstoanypaidconsumerortradecommunicationprogramoflimiteddurationthataddstangiblevaluetoaproductorbrandPricevs.non-pricepromotionsConsumervs.tradepromotions?2005PrenticeHall5/20/20202ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基SalesPromotionProvideatangibleincentivetobuyersReducetheperceivedriskassociatedwithpurchasingaproductProvideaccountabilityforcommunicationsactivityProvidemethodofcollectingadditionaldatafordatabase?2005PrenticeHall5/20/20203ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基SalesPromotion:GlobalorLocalIncountrieswithlowlevelsofeconomicdevelopment,lowincomeslimittherangeofpromotionaltoolsavailableMarketmaturitycanalsobedifferentfromcountrytocountryLocalperceptionsofaparticularpromotionaltoolorprogramcanvaryLocalregulationsmayruleoutuseofaparticularpromotionincertaincountriesTradestructureintheretailingindustrycanaffecttheuseofsalespromotions.?2005PrenticeHall5/20/20204ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基SamplingSamplingProvidesconsumerwithopportunitytotryproductatnocostMaybedistributedinstores,inthemail,throughprintmedia,atevents,ordoor-to-door?2005PrenticeHall5/20/20205ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基CouponingCouponingPrintedcertificatesentitlethebearertoapricereductionorsomeotherspecialconsiderationforpurchasingaparticularproductCouponingaccountsfor70%ofconsumerpromotionspendingintheUS?2005PrenticeHall5/20/20206ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基Couponing?2005PrenticeHall5/20/20207ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基SalesPromotion:IssuesandProblemsFraudPepsipromotionwithAppleRegulationsvarybycountryCulturaldispositionstocouponsandothersalespromotionsMalaysiansseecouponusageasembarrassingIslamfrownsongamblingsosweepstakesmaynotwork?2005PrenticeHall5/20/20208ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基PersonalSellingPerson-to-personcommunicationbetweenacompanyrepresentativeandpotentialbuyersFocusistoinformandpersuadeprospectShort-termgoal:makeasaleLong-termgoal:buildrelationship?2005PrenticeHall5/20/20209ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基PersonalSellingHurdlesPoliticalRisks–unstableorcorruptgovernmentschangetherulesforthesalesteamRegulatoryHurdles–GovernmentscansetupquotasortariffsthataffectthesalesforceCurrencyFluctuations–increaseanddecreaseinlocalcurrenciescanmakecertainproductsunaffordableMarketUnknowns–lackofknowledgeofmarketconditions,theacceptedwayofdoingbusiness,orpositioningoftheproductmayderailthesalesteam’sefforts?2005PrenticeHall5/20/202010ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基TheStrategic/ConsultativeSellingModel?2005PrenticeHall5/20/202011ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基TheStrategic/ConsultativeSellingModelPersonalSellingPhilosophy–commitmenttothemarketingconceptandawillingnesstoadopttheroleofproblemsolver/partnerRelationshipStrategy–gameplanforestablishingandmaintaininghigh-qualityrelationshipswithprospects/customersProductStrategy–planthatcanassistthesalesrepresentativeinselectingandpositioningproductstosatisfycustomerneeds?2005PrenticeHall5/20/202012ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基TheStrategic/ConsultativeSellingModelCustomerStrategy–planthatensuresthatthesalesprofessionalwillbemaximallyresponsivetocustomerneedsPresentationStrategy–consistsofsettingobjectivesforeachsalescallandestablishingapresentationplantomeetthoseobjectives?2005PrenticeHall5/20/202013ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基TheStrategic/ConsultativeSellingModel?2005PrenticeHall5/20/202014ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基ThePresentationPlanApproachPresentationDemonstrationNegotiationClosingServicingtheSale?2005PrenticeHall5/20/202015ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基SalesForceNationalityExpatriates

HostcountryThirdcountryOtheroptions?2005PrenticeHall5/20/202016ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基SpecialFormsofMarketingCommunicationsDirectMarketingDirectmailCatalogsInfomercials,TeleshoppingEventSponsorshipConcerts,sportingeventsProductplacementinmoviesInternetCommunications?2005PrenticeHall5/20/202017ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基DirectMarketingAnycommunicationwithaconsumerorbusinessrecipientthatisdesignedtogeneratearesponseintheformof:AnorderRequestforfurtherinformationAvisittoastoreorotherplaceofbusiness?2005PrenticeHall5/20/202018ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基MassMarketing Communicationthatistypicallyaimedatbroadsegmentsofconsumerswithcertaindemographic,psychographic,orbehavioralcharacteristics?2005PrenticeHall5/20/202019ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基DirectMarketingvs.MassMarketing?2005PrenticeHall5/20/202020ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基One-to-OneMarketingBuildingfromCustomerRelationshipManagementIdentifycustomersandaccumulatedetailedinformationaboutthemDifferentiatecustomersandrankthemintermsoftheirvaluetothecompanyInteractwithcustomersanddevelopmorecostefficientandeffectiveformsofinteractionCustomizetheproduct/serviceofferedtothecustomer?2005PrenticeHall5/20/202021ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基CatalogsAmagazinestylepublicationthatfeaturesphotographsandextensiveinformationaboutacompany’sproducts?2005PrenticeHall5/20/202022ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基ProductPlacement?2005PrenticeHall5/20/202023ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基LookingAheadChapter15StrategicElementsofCompetitiveAdvantage?2005PrenticeHall5/20/202024ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基ExpatriatesAdvantagesSuperiorproductknowledgeDemonstratedcommitmenttoservicestandardsTrainforpromotionGreaterHQcontrolDisadvantagesHighercostHigherturnoverCostforlanguageandcross-culturaltrainingReturn?2005PrenticeHall5/20/202025ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基HostCountryAdvantagesEconomicalSuperiormarketknowledgeLanguageskillsSuperiorculturalknowledgeImplementationquickerDisadvantagesNeedsproducttrainingMaybeheldinlowesteemLanguageskillsmaynotbeimportantDifficulttoensureloyaltyReturn?2005PrenticeHall5/20/202026ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基ThirdCountryAdvantagesCulturalsensitivityLanguageskillsEconomicalAllowsregionalsalescoverageDisadvantagesMayfaceidentifyproblemsMaybeblockedforpromotionsIncomegapsNeedsproductand/orcompanytrainingLoyaltynotassuredReturn?2005PrenticeHall5/20/202027ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基OtherOptionsSalesagentsExclusivelicensearrangementsContractmanufacturingorproductionManagement-onlyagreementsJointventuresReturn?2005PrenticeHall5/20/202028ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基ApproachInitialContactwiththecustomer/prospectMustcompletelyunderstandthedecision-makingprocessandtherolesofeachparticipantReturn?2005PrenticeHall5/20/202029ch14GlobalMarketingDecisions(全球營銷,沃倫·J·基PresentationProspect’snee