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CHAPTER 10: Global Marketing Decision II (special forms of marketing…
CHAPTER 10: Global Marketing Decision II
special forms of marketing communication
direct mail
businesses send letters, postcards, or other promotional materials to past, current or potential customers, or clients. Direct mail campaigns may be targeted to either a consumer or business or both
catalogs
sales technique used by businesses to group many items together in a printed piece or an online store, hoping to sell at least one item to the recipient. Consumers buy directly from the catalog sender by phone, return envelope or online using information in the catalog.
infomercials,teleshopping and interactive television
approach to television advertising and programming that creates the opportunity for viewers to communicate with advertisers and programming executives by responding to a call to action
support media
billboards, magazines, newspapers, radio, television, and internet by which promotional messages are communicated to the public using words, speech, and pictures
sponsorship
type of advertising where a company pays to be associated with a specific event. In fact, sponsorship advertising is very prevalent with charitable events. Besides from charitable events, companies may sponsor local sporting teams, sports tournaments, fairs, and other community events
personal selling
person-to-person communication between a company representative and a prospective buyer
personal selling hurdles
political risk
currency fluctuation
market unknown
sales promotion
sampling
provides consumer with opportunity to try product at no cost
may be distributed in stores, in the mall, at events, or door-to-doo
couponing
printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product