international business communications and promotions

8/6/2019 International Business Communications and Promotions

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InternationalBusiness

Communications

Socrates

European Commission

Education and Culture

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THE COMMUNICATIONTHE COMMUNICATION

AdvertisementAdvertisement(any paid form of non(any paid form of non--personal communication of goods,personal communication of goods,

services or ideas delivered through selected media channels, Palmer, 2000)services or ideas delivered through selected media channels, Palmer, 2000)

Sales PromotionSales Promotion(a range of tactical marketing techniques designed within a(a range of tactical marketing techniques designed within a

strategic marketing framework to add value to a product or service in order tostrategic marketing framework to add value to a product or service in order to

Public RelationsPublic Relations(The deliberate, planned and sustained effort to establish(The deliberate, planned and sustained effort to establish

,,

Institute of Public Relations)Institute of Public Relations)

SalesSales

Direct MarketingDirect Marketing(mail, phone, Internet)(mail, phone, Internet)

Socrates

European Commission


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THE COMMUNICATIONTHE COMMUNICATION

Sender

Message encoded

e um

Receiver

Message decoded

Interference

Environmental factors (eg. noise, language, context)

Socrates

European Commission


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STAGES IN ADVERTISINGSTAGES IN ADVERTISING

CAMPAIGN DESIGNCAMPAIGN DESIGN

Target audience selection

Advertising media selection

Socrates

European Commission


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OBJECTIVESOBJECTIVES

FORMULATIONFORMULATION

Awareness increase

urc ase o t e pro uct

Immediate salesSocrates

European Commission


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TARGET AUDIENCETARGET AUDIENCESELECTIONSELECTION

Analysis of current and potential customers

e mpor ance o e uy ng ec s on cen er

Evaluation of the buying decision centers favorite

communication tools

Socrates

European Commission


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ADVERTISING BUDGETADVERTISING BUDGET

DETERMINATIONDETERMINATION

a we were o ng as year

Residual

Objectives and task (The Advisor Program)Socrates

European Commission


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ADVERTISING MEDIAADVERTISING MEDIA

SELECTIONSELECTION

,

TV

Radio

Outdoor advertisingSocrates

European Commission


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ASSESSING THE EFFECTIVENESSASSESSING THE EFFECTIVENESS

OF ADVERTISINGOF ADVERTISING

Marketing research prior the launching of an

advertisement

Marketing research after the launching of an

advertisement (awareness, recall)

Socrates

European Commission


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ISSUES THAT NEED TO BEISSUES THAT NEED TO BE

TAKEN INTO ACCOUNTTAKEN INTO ACCOUNT

Language barriers

Cultural barriers

Regulation barriers

ap a on vs. s an ar za on

Socrates

European Commission


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THE PUBLICS OFTHE PUBLICS OF

EmployeesEmployees

CustomersCustomers

IntermediariesIntermediaries

GovernmentGovernment

Financial communityFinancial community

The mediaThe media

Socrates

European Commission


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ACTIVITIES OF PUBLICACTIVITIES OF PUBLIC

SponsorshipSponsorship

Crisis managementCrisis management

Corporate image/identityCorporate image/identity

Exhibitions and showsExhibitions and shows

Corporate journals and catalogsCorporate journals and catalogs

Press relations (press releases, press conferences)Press relations (press releases, press conferences)

Socrates

European Commission


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SALES PROMOTIONS TOOLSSALES PROMOTIONS TOOLS

Free samples/visits/consultationsFree samples/visits/consultations

Product exhibitionsProduct exhibitions

MoneyMoney--off incentivesoff incentives

GiftsGifts

CompetitionsCompetitions

Socrates

European Commission


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marketin ob ectives and where direct contactmarketin ob ectives and where direct contact

is invited or made between a company and itsis invited or made between a company and its

customerscustomers(UK Direct Marketing Association)(UK Direct Marketing Association)

Socrates

European Commission


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FACTORS THAT HAVE FACILITATED THEFACTORS THAT HAVE FACILITATED THE

EVOLUTION OF DIRECT MARKETINGEVOLUTION OF DIRECT MARKETING

Internet and other technolo ical advances Scanner DataInternet and other technolo ical advances Scanner Data

CRM, ERP, MIS Systems, Cookies, Data Mining)CRM, ERP, MIS Systems, Cookies, Data Mining)

JustJust--InIn--time systems on the basis of the reconstruction of thetime systems on the basis of the reconstruction of the

whole supply chainwhole supply chain

Socrates

European Commission


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KEY FEATURES OF DIRECTKEY FEATURES OF DIRECT

MARKETINGMARKETING Establishment a database of current and otentialEstablishment a database of current and otential

customers through sources such as the Internet, customercustomers through sources such as the Internet, customer

enquiries, orders or even purchase of mailing listsenquiries, orders or even purchase of mailing lists

Profiling of customers (all vs. profitable customers)Profiling of customers (all vs. profitable customers)

Personalization of marketing messagesPersonalization of marketing messages

behaviorbehaviorSocrates

European Commission


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DIRECT MARKETINGDIRECT MARKETING

TOOLSTOOLS

Direct mailDirect mail

TelemarketingTelemarketing

Socrates

European Commission


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MOST IMPORTANTMOST IMPORTANT

TOOLSTOOLSra e magaz nesra e magaz nes

Direct mailDirect mail

The companys web siteThe companys web siteSocrates

European Commission


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GOALS OF ALLGOALS OF ALLPROMOTIONAL EFFORTS IS TOPROMOTIONAL EFFORTS IS TO

ASSIST THE SELLINGASSIST THE SELLING

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European Commission


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A TIVITIE F A ALE PER NA TIVITIE F A ALE PER N Prospecting

Identification of the responsible for a purchase decision

Presentation of the roducts

Order taking and placing

After-sales service

Technical help

Information gathering about customers

Public relations with existing customers

DocumentationSocrates

European Commission


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THE PR E F ELLINTHE PR E F ELLIN

1.1. Identification and evaluationIdentification and evaluation with the aim to establish a catalog ofwith the aim to establish a catalog of

prospectsprospects

2.2. PreparationPreparation through information gatheringthrough information gathering

.. ,, ,,

4.4. PresentationPresentation ((attentionattention,, interestinterest,, desiredesire,, benefits derivedbenefits derived))

5.5. Objections handlingObjections handling

6.6. Closing the saleClosing the sale ((size, colorsize, color))

7.7. FollowFollow--uu afterafter--sales servicesales serviceSocrates

European Commission


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SALES MANAGEMENTSALES MANAGEMENT

Objectives formulationObjectives formulation ((eg. sales levelseg. sales levels,, number of customers, visits, orders,number of customers, visits, orders,

presentations, cost reduction, stock reduction, profitability, customer service levelspresentations, cost reduction, stock reduction, profitability, customer service levels))

Determination of the number of salesmenDetermination of the number of salesmen ((on the basis of gross saleson the basis of gross sales,, expectedexpected

needs, marginal analysisneeds, marginal analysis))

Recruitment of salesmenRecruitment of salesmen

TrainingTraining ((case studiescase studies,, roles assignedroles assigned,, job rotationjob rotation))

RemunerationRemuneration salar bonus combination of bothsalar bonus combination of both

MotivationMotivation ((competitionscompetitions,, nonnon--financial bonusesfinancial bonuses,, avoidance of conflicts, safetyavoidance of conflicts, safety))

Evaluation and controlEvaluation and control

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SALES ORGANIZATIONSALES ORGANIZATION

Geographical regionGeographical region

ProductProduct

CustomerCustomer

Combination of the aboveCombination of the above

SocratesEuropean Commission


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