Promotion Strategies: Personal Selling, Publicity, and Sales Promotion

1
Chapter 14

• Promotion Strategies Personal Selling,
  Publicity, and Sales Promotion

2
Chapter Outline

• Promotion and Communication
• Promotion Mix

3
Chapter Outline

• Personal Selling
• - Personal Selling vs. Advertising
• - Varying Quality and Style of Personal Selling
• - Intercultural Negotiation
• - Motivation
• - Telemarketing
• - Expatriate Personnel

4
Chapter Outline

• Publicity
• - The Nature of Publicity
• - The Management of Publicity
• - Negative Publicity
• Sales Promotion
• - The Nature of Sales Promotion
• - Restrictions
• Overseas Product Exhibitions

5
Purposes of Promotion

• communicate (inform)
• persuade (influence)

6
Process of Communication

• Source
• Encoding
• Message (Information)
• Decoding
• Destination

7
Promotion Mix

• Advertising
• Personal Selling
• Publicity
• Sales Promotion

8
Personal Selling

• Personal Selling vs. Advertising
• Varying Quality and Style of Personal Selling
• Intercultural Negotiation
• Motivation
• Telemarketing
• Expatriate Personnel