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CHAPTER 10- Global Marketing Decision II (SPECIAL FORMS OF MARKETING…
CHAPTER 10- Global Marketing Decision II
SALES PROMOTION
couponing
: printed certificates entitle the bearer to a price reduction or other special consideration for purchasing a particular product
Sampling
: -may be distributed in stores, in the mall, at events, or door-to-door
-provides consumer with opportunity to try product at no cost
PERSONAL SELLING
Definition: person-to-person communication between a company representative & a prospective buyer.
personal selling hurdles
political risk
currency fluctuation
market unknown
SPECIAL FORMS OF MARKETING COMMUNICATION
infomercials, teleshopping, & interactive television
approach to television advertising & programming that creates the opportunity for viewers to communicate with advertisers & programming execs by responding to a call of action
sponsorship
company pay to be associated with a specific event
support media
billboards, magazines,newspaper, radio, television & internet by which promotional messages are communicated
catalogs
to group many items together in a printed piece/ online store hoping to sell at least 1 item to the recipient
direct mail
businesses send letters,postcards or other promotional materials