国际商务导论 Fundamentals of Business. Lecture 5: Promotion. What to cover today ：. Promotion and promotion mix Advertising Personal selling Sales promotion Public relations Exercises. 1. Promotion and promotion mix. Promotion 促销 is:
Lecture 5: Promotion
-- the act of informing or reminding customers about a specific product or brand
-- a way of attracting new customers, and building brand loyalty among existing customers
Promotion mix 促销组合is:
-- the combination of various promotion methods that a firm uses to persuade customers to buy its products
Where can you find ads of the above brands in your daily life?
-- the paid, nonpersonal promotion of goods and services by a company using mass media to persuade or influence consumers.
Costs of advertising:
Frito-Lay: more than $50 million per year
GNC: more than $80 million per year
GM: more than $100 million per year
P&G: more than $3 billion per year
Comparative advertising: to demonstrate a brand’s superiority over other competing brands
Reminder advertising: to remind consumers of a product’s existence
View: A new product ad campaign
Brian Wood, the Head of the Marketing Department
Robert Wilson, the Advertising Manager
1. Note down the various kinds of advertising media mentioned in the discussion
2. Choose the correct answer to each question.
1. The company is going to do some promotion on ______
A. new products B. old stock C. both of the above
2. The advertising campaign for the major new products is aimed at ______
A. businessmen B. young people C. children
3. What is the weakness of ads on radio according to the conversation?
A. The time is limited.
B. The audience is limited
C. It’s too expensive.
4. Which of the following method will be used to promote the old product lines?
A. TV commercials B. posters C. discounts
5. What is not mentioned as a promotional method?
A. flyers B. sponsorship C. radio
of total ad
Personal selling is:
-- direct, face-to-face communication by salespeople with existing or potential customers to promote a company’s products
regional sales manager
large commissions and/or bonuses
Closing the sale
Making the sales
Doing after-sales service,
Customer Relationship Management (CRM) system: an IT-based knowledge management system designed to track information about a company’s customers
Implementing a CRM system starts at the salesperson level:
are sold using:
are sold using:
Complex products: goods or services with characteristics that make them difficult for customers to evaluate
Technical selling: requires sales reps to impart detailed technical information to their customers, e.g. X-ray machines, advanced scanners
Missionary selling: involves a salesperson educating customers, building goodwill, and performing promotional activities such as offering product samples and literature so that the customer (agent) may purchase at a later date, e.g. pharmaceutical companies visiting doctors
Creative selling: requires salespeople to combine their technical knowledge and personal selling experience to craft creative ways to better meet their customers’ needs, e.g. IBM software sales reps selling a multimillion-dollar ERP system, a real estate broker selling luxury houses, auctioneer selling works of art
Standardized products: goods or services that customers have less problems evaluating them
Trade selling: (1) B2B in related industries, industrial goods; (2) consumer goods, but through intermediaries, such as wholesalers and retailers; principal task – negotiation
Retail selling: B2C, consumer goods; principal task – provide the product information customers need
Telemarketing: contact prospects exclusively by phone; either have own telemarketing dept., or use outsourcing service offered by call centers; increasingly ineffective
Pam Gordon, a salesman from Good Life Company
Joe Wilson, the Manager of a furniture company
1. Watch the video, and note down the questions of the microwave oven salesman, and the answers from his customer as shown in the flowchart.
2. Would you call Pam Gordon a good salesman? What do you think that makes a successful salesperson?
the food served here in the
A: _Not really._
Q: Your factory is located in
the suburbs, so you’re a long
way from town, aren’t you?
Q: Are there any restaurants
Q: Why is that?
A limited selection of dishes.
Q: If you had a choice of
several more dishes, you and
your staff would be happy to
eat more often in the canteen.
Is that right?
A: _About 200._
How many staff members
do you have?
A: _In a small canteen._
Where do they eat at noon?
Our microwave oven can help!
-- nonpersonal, persuasive efforts designed to boost a company’s sales immediately
-- actions taken with the goal of creating or maintaining a favorable public image of the firm
(1) 促销组合 (2) 传销
(3) 公共关系 (4) 专业杂志
(5) 艺术设计 (6) 厂商整体形象广告
(7) 传单 (8) 户外广告牌
(9) 潜在客户 (10) 佣金
(11) 赞助 (12) 销售点演示
Review the major media of advertising, and for each of the methods, give at least one example. Show photos, newspaper clips, or even the ad itself if possible. You may talk about:
The Karma Coffee House was recently opened in downtown Boston. The owner, Jen Allen, wants to attract many of the people who work in major office complexes nearby. She is hoping that they will stop at Karma for coffee before they start work, after they leave work in the evening, or during breaks or for informal business meetings. Jen decides that the local businesspeople represent her target market.
Karma is within a few blocks of large office buildings where thousands of people work, but it is not directly on their path to or from the metro station. Thus, those people will not be aware of the coffee house unless Jen uses promotion strategies. However, she cannot afford to spend a lot of money on promotion, so she needs to develop an inexpensive and effective promotion mix. The success or survival of Karma is highly dependent on the effectiveness of her promotion mix.
Based on the above background, plan a promotion mix (effective, and inexpensive) for Jen and her Karma.