ch14globalmarketingdecisions(全球營銷,沃倫j基-在線瀏覽
2025-02-07 07:23本頁面
【正文】 Fraud – Pepsi promotion with Apple Regulations vary by country Cultural dispositions to coupons and other sales promotions – Malaysians see coupon usage as embarrassing – Islam frowns on gambling so sweepstakes may not work 169。 2023 Prentice Hall3/20/2023 9 Personal Selling Hurdles Political Risks – unstable or corrupt governments change the rules for the sales team Regulatory Hurdles – Governments can set up quotas or tariffs that affect the sales force Currency Fluctuations – increase and decrease in local currencies can make certain products unaffordable Market Unknowns – lack of knowledge of market conditions, the accepted way of doing business, or positioning of the product may derail the sales team’s efforts 169。 2023 Prentice Hall3/20/2023 11 The Strategic/Consultative Selling Model Personal Selling Philosophy – mitment to the marketing concept and a willingness to adopt the role of problem solver/partner Relationship Strategy – game plan for establishing and maintaining highquality relationships with prospects/customers Product Strategy – plan that can assist the sales representative in selecting and positioning products to satisfy customer needs 169。 2023 Prentice Hall3/20/2023 13 The Strategic/Consultative Selling Model 169。 2023 Prentice Hall3/20/2023 15 Sales Force Nationality Expatriates Host country Third country Other options 169。 2023 Prentice Hall3/20/2023 17 Direct Marketing Any munication with a consumer or business recipient that is designed to generate a response in the form of: – An order – Request for further information – A visit to a store or other place of business 169。 2023 Prentice Hall3/20/2023 19 Direct Marketing vs. Mass Marketing 169。 2023 Prentice Hall3/20/2023 21 Catalogs A magazine style publication that features photographs and extensive information about a pany’s produc
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