Promotional strategy involves identifying the target audience, determining communication objective, determining the message, budget decisions, and communication mix decision. Participating in international trade fairs and exhibitions also help bring in customers. Personal selling is the most advantageous method of marketing communication. For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAc

1. Chapter 12
International Promotion
International Marketing
Chapter-12 International
Promotion

2. Objectives
Why international promotion is
important
What are the complexities of promotion
in international marketing
What are the important steps in
developing an effective communication
What is communication mix
International Marketing
Chapter-12 International
Promotion

3. What is the role of export promotion
organization
What is the role of trade fairs and
exhibitions in IM
What is the role of personal selling in
IM
What are the problems in IM
communication
International Marketing
Chapter-12 International
Promotion

4. Introduction
The word communication in marketing
simply means the transmission of a
message, to the buyer or the consumer
or the channel of distribution in which
the supplying company aims to tell each
one of these receiver why they should
buy or handle the product.
International Marketing
Chapter-12 International
Promotion

5. Marketing Environment And
Promotion Strategies
Because of the differences in the
marketing environment, promotion is
often a very complex problem in
international, particularly in
multinational marketing.
As in the case of product, the SRC can
result in the failure of the promotion.
International Marketing
Chapter-12 International
Promotion

6. Major Decisions In International
Marketing Communication
Identify the target audience
Determining communication objectives
Determining the message
Budget decisions
Communication mix decision
International Marketing
Chapter-12 International
Promotion

7. Communication Mix
Advertising
Mass media advertising and direct
advertising
Sales promotion
Personal selling
Public relations
International Marketing
Chapter-12 International
Promotion

8. Role Of Export Promotion
Organizations
The organizations undertake export
marketing communication by
i. Advertising
ii. Sales promotion
iii. Public relations
International Marketing
Chapter-12 International
Promotion

9. These organizations can be
instrumental in
i. Creating awareness about India’s
potentials
ii. Impressing foreigners about India’s
advances and technical capability
iii. Improving the quality image of India.
International Marketing
Chapter-12 International
Promotion

10. Trade Fairs And Exhibitions
A trade fair, as its name implies, is target
directed.
It is staged for the purpose of selling goods
or demonstrating new ideas and techniques.
An exhibition, on the other hand, is not
specifically for trade but for the public.
There are two types of fairs,
1. General fairs/horizontal fairs
2. Specialized fairs/vertical fairs
International Marketing
Chapter-12 International
Promotion

11. Personal Selling In
International Marketing
Personal selling is the personal
communication of information to
persuade prospective customer to buy
something – a product, service, idea or
something else.
This is in the mass, impersonal
communication of advertising, sales
promotion and other promotional tools.
International Marketing
Chapter-12 International
Promotion

12. Steps In Management
Salesforce
1. Selection
2. Introduction and training
3. Compensating and motivating
4. Supervising
5. evaluation
International Marketing
Chapter-12 International
Promotion

13. Personal Selling Process
Presale preparation
Prospecting
Pre-approach
Presentation
Post-sale activities
International Marketing
Chapter-12 International
Promotion

14. Problems In International
Marketing Communication
Differences in regulations
Cultural differences
Media factors
Infrastructure
Cost factors
Language factors
Home country regulations
International Marketing
Chapter-12 International
Promotion

15. Summary
Promotional strategy needs to be tailor-
made to suite the particular marketing
environment. Some major decisions are
i. Identifying the target audience
ii. Determining communication objective
iii. Determining the message
iv. Budget decisions
v. Communication mix decision.
International Marketing
Chapter-12 International
Promotion

16. International trade fairs and
exhibitions help to bring in potential
buyers and suppliers.
Personal selling is very advantageous
method of marketing communication.
International Marketing
Chapter-12 International
Promotion