24220 Lecture 11: 24220 International Marketing Lecture 11 B
Document Summary
Lecture 11 (b) promotion in international markets. The promotion process 8 steps: target markets, campaign objectives (be specific, p(cid:396)o(cid:373)otio(cid:374) (cid:373)i(cid:454) (cid:396)e(cid:395)ui(cid:396)ed (cid:894)(cid:449)hat (cid:858)tools(cid:859)(cid:895, campaign strategy (pulse, flight etc, ca(cid:373)paig(cid:374) (cid:858)the(cid:373)e(cid:859) look and feel, launch, monitoring, evaluation, measurement of results, learn, adapt. Major promotion tools: tv, press, radio, direct marketing inbound/outbound, outdoor static/mobile, sponsorships, special events, web. What (cid:858)tools(cid:859) for what target (cid:373)arket seg(cid:373)e(cid:374)ts: use personal media index (pmi, ca(cid:396)efull(cid:455) e(cid:448)aluate (cid:858)(cid:373)i(cid:454)(cid:859) of tools to use. In what ways: with what frequencies, together with associated links. I(cid:374)te(cid:396)(cid:374)al/e(cid:454)te(cid:396)(cid:374)al (cid:858)pu(cid:271)li(cid:272)s(cid:859: trained people to manage media, public relations activity, government relations, sponsorships, event management. Sales promotions: trade shows, an affordable and convenient form of promotion, technical seminars, selling technology new to the market. Bu(cid:396)(cid:271)e(cid:396)(cid:396)(cid:455) f(cid:396)o(cid:373) (cid:272)o(cid:374)se(cid:396)(cid:448)ati(cid:448)e to (cid:858)hip a(cid:374)d (cid:272)hi(cid:272)(cid:859: positioning examples: price, benefits, key features, usage, target market, personality. Issues: target market(s) assessment, competition assessment, ca evaluation, development and delivery of ca, promotion programs needed, budget required.
