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Management Program for International Promotion.1. The analysis of commercial situation/conjuncture pietei- what is the demand and supply of a product on external and internal market 2. Setting objectives of promotional campaign
To aliminate some prejudices 3. Making key decisions-to whom direct communication
4. Identification of communication strategies and tools
5. Elaboration of promotional axis(the main idea of promotion-puts actions on special product characteristics) and promotional mix(apart of marketing mix-product,price,promotion,place-advertising,publicity,personal selling,sales promotion) Advertising – any paid message presented in media Publicity – any unpaid message of a company brand or product in media Personal selling –persuading someone to buy a good or a service through the use of person to person communication Sales promotion- any other communication or persuasive device in mass 6. Elaboration of the budget Approaches * percentage of sales (uniform approach)- as certain percentage of sales is fixed for promotional campaign. The advantages - convenience Justifies the budget melting Quarantees equalities among markets at which the company is selling · Alow centralization of control over international advertising · Limitations Reversed determinations-the purpose of advertising is to the sales thismethod makes the volume of sales,determine the amount of advertising
- getting some benefit from the collective wisdom -economize for deeper market research Advantages -It’s difficult to determine the real promotional figures of national competitors not speaking about international ones -It’s usual international competitors to follow -Different competitors may use different promoted mx · objective and task approach laissez faire presupposes 3 main steps: - To determine the promotional objectives (ex.raise sales by 7 %,to make the brand aware) - To set the tsks needed to obtain thse objectives - Estimating the costs of performing the tasks Advantages - Is relevant for south domestic international market - It relates the budget to company’s situation and goals at certain market - The method encourages imagination and creativity Disadvantages - Problems with extra funds - The should hae good knowledge of local market situation=it’s to set the appropriate goals
· Comparative analysis – the markets are grouped into 2/ more categories according to the characteristics relevant to promotion (market size,media situation) Advantages -the method allows more flexibility than the uniform approach (because your grouped markt)(because Disadvantages - Different budgeting methods can tided for coach group - One country can serve as a test market for the group - The method is suitable for companies with large number of markets 7. Organizational Promotional campaign -Programming activity Uniform-managers in communication appear in a regular basis and in the some dimension Variable appearance -forms dimension,frequency of managers vary 8.Controlling promotional campaign -monitorizatio - evaluation of its effectiveness-analysis of sales result,,organizing a feddback with distributors and customers,mathermatical methods.
Date: 2016-03-03; view: 760
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