国际市场营销8promotion.ppt

国际促销策略;ⅠA View of the Communication Process Communication involves the nine elements: 1Sender 2Encoding: symbolic form 3Message: The set of words, pictures or symbols 4Media: The communication channels 5Decoding;6 Receiver 7 Response: the reactions of the receiver 8 Feedback: receivers response communicated 9.Noise. The unplanned static;*;Ⅱ.Setting the Total Promotion Budget;2.Percentage-of-Sales Method Setting the promotion budget at a certain percentage of current or forecast Kales or as a percentage of the sales price. ;3.Competitive-Parity Method Setting the promotion budget to m