ch14GlobalMarketingDecisions全球营销-沃伦·J·基

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

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