The Promotional Mix

1
The Promotional Mix

• Chapters
• 13, 14, 15

2
The Promotional MixPromotion is Communication

• Advertising
• Sales Promotion
• Public Relations
• Publicity
• Personal Selling (Salesforce Management)

3
ADVERTISING

• Why is advertising so important for the
  international marketer?
• It is expensive, yet cost effective.
• It may be our sole representative abroad.
• It sets your position making you less vulnerable
  to local price changes.
• It provides centralized control in a
  decentralized operation.

4
ADVERTISING

• Standardization vs. Localization (Adaptation,
  Customization) very similar to the decision we
  made with our product. We look at
• Cultural Environment language issues
• Advertising Objectives VCRs in growth stage
  elsewhere?
• Product Characteristics customized product
  customized ad
• Media Availability Print 1, TV 2, Radio 3
  true everywhere?
• Target Market ad displays right hair and skin
  tones?
• Legal Environment cigarette ads are banned but
  shirts and umbrellas emblazoned with the Marlboro
  logo are not

5
ADVERTISING

• more on the legal environment (378-381)
• Comparative Advertising
• Advertising to Children
• Advertising Vice (Sin) Products
• Other Regulations

6
SALES PROMOTION

• more legal ethical issues (pages 411)
• BOGOs
• Sweepstakes
• Nestlé Baby Formula

7
PUBLIC RELATIONS

• Event Sponsorship
• Victory Hop Devil
• the official beer of MKT370 International
  Marketing
• (Disclaimer Professor Osborn is not advocating
  the consumption of beer during class or by
  minors. He is using this example to show how
  ridiculous some of the sponsorship deals have
  become. However, as a legal, responsible,
  occasional consumer of adult beverages, he would
  not be opposed to opening a dialogue with Victory
  Brewing.)
• End of material for chapters 13 and 14.

8
Salesforce Management(AKA Personnel Issues)

• When hiring for overseas positions, we have three
  choices
• Home Country National Expatriates
• 3rd Country National Expatriates
• Host Country Nationals
• What are the advantages of each?

9
Salesforce Management(AKA Personnel Issues)

• When hiring for overseas positions, we have more
  than three areas of concern
• Income (COLAs)
• Family
• Education
• Visits Home
• Culture Shock
• Training
• Taxes
• Language
• And REPATRIATION!
• Consider the story of Pierre

10
Promotional Blunders

• Mans best friend?
• This flight sucks!
• We know the orient.
• Staying forever?
• Where are you?
• No hablo español!
• Im dying to get an SUV.
• No SHT.