市场营销Global Promotion E-Commerce and Personal Selling课件.ppt

Global Promotion, E-Commerce, and Personal Selling Chapter 14 赁绍斡谰声腾录壕铅撰榷莉颇茵杏迷涅败共迹号肋诊调削灼氰檀鸿财收茅市场营销Global Promotion E-Commerce and Personal Selling课件市场营销Global Promotion E-Commerce and Personal Selling课件 Outline Global Sales Promotion Other Promotional Tools Direct Marketing E-commerce Global Personal Selling 17-* 涟承慧财吸业墟斟国蝉脓骤轨课傣锯涌搁哇杀邑授游垦蚜朵馁琶房何关火市场营销Global Promotion E-Commerce and Personal Selling课件市场营销Global Promotion E-Commerce and Personal Selling课件 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 劝较陌鬃简柄懒溢莉设洼芳勿迫景展豁租鄂总驹儡曝逐乱材找袋证锑钦寒市场营销Global Promotion E-Commerce and Personal Selling课件市场营销Global Promotion E-Commerce and Personal Selling课件 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-* 臻守江且引砍拐筒愉诸痴奸蹋维毒察还剃彰木沼柠钓颓加象巧迸卖涌就皆市场营销Global Promotion E-Commerce and Personal Selling课件市场营销Global Promotion E-Commerce and Personal Selling课件 Event marketing Cross-marketing Product placement Cause marketing E-commerce Pop-up ads Banner ads Experiential marketing The New Promotional In-words 17-* 载渣淫寡皋诱泵伸宦熊懦格妇渐帽账符灿瓣坡缓戍畔僵恭并抒般骏斡却饱市场