市场营销GlobalPromotionE-CommerceandPersonalSelling.pptVIP

Global Promotion, E-Commerce, and Personal Selling Chapter 14 Outline Global Sales Promotion Other Promotional Tools Direct Marketing E-commerce Global Personal Selling 17-* IN-STORE: promotional activities inside the store TRADE: promotional activities targeted at channel intermediaries In-store promotions are more localized than advertising In-store promotions need to be supported by trade promotions Different countries/cultures have different attitudes towards coupons Different countries have different distribution infrastructures that limit transferability of certain in-store/trade promotions Sales promotion needs to be localized because of country-unique restrictions/regulations In-Store and Trade Promotion 17-* A. Global Sales Promotion Sponsorships, Cross-Marketing, and Product Placement SPONSORSHIPS increase with the advent of global media and global events e.g. World Cup, Olympics . Products associate themselves with globally recognized sports figures e.g. Tiger Woods Nike CROSS-MARKETING of related products leverage a strong brand name into product line extensions e.g. Burberry’s baby products PRODUCT PLACEMENT – using branded products in film/TV e.g. BMW Z3 in James Bond’s Goldeneye 17-* Event marketing Cross-marketing Product placement Cause marketing E-commerce Pop-up ads Banner ads Experiential marketing The New Promotional In-words 17-* Event Marketing: The Introduction of Swatch 17-* Event Marketing: The Introduction of Swatch 17-* PUBLICITY is the publishing of news about the company and its products. Very prominent in hi-tech industries. GOOD NEWS – wherein positive press coverage enhances consumer interest in the company and its products BAD NEWS – even negative publicity helps keep the brand name in the public eye e.g. Benetton , although some may of course damage brand equity B. Global Publicity 17-* C. Global Public Relations GLOBAL P.R. – focuses on creating goodwill toward the corporation as a whole. They beco