Socrates

European Commission Education and Culture

 International
Business
Communications
and Promotions

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European Commission
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Education and Culture
 THE COMMUNICATION
MIX
¾ Advertisement (“any paid form of non-
non-personal communication of goods,

services or ideas delivered through selected media channels”, Palmer, 2000)

¾ Sales Promotion (“a range of tactical marketing techniques designed within a

strategic marketing framework to add value to a product or service in order to

achieve a specific sales or marketing objective”,

objective , Institute of Sales Promotion)

¾ Public Relations (“The deliberate, planned and sustained effort to establish

and maintain mutual understanding between an organization and its publics”,

publics”

Institute of Public Relations)

¾ Sales

¾ Direct Marketing (mail, phone, Internet)

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European Commission
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Education and Culture
 THE COMMUNICATION
PROCESS
¾ Sender

¾ Message encoded

¾ Medium
M di

¾ Receiver

¾ Message decoded

¾ Interference

¾ Feedback

¾ Environmental factors (eg. noise, language, context)

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European Commission
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Education and Culture
 STAGES IN ADVERTISING
CAMPAIGN DESIGN
¾ Objectives formulation

¾ Target audience selection

¾ Advertising budget determination

¾ Advertising media selection

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European Commission
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Education and Culture
 OBJECTIVES
FORMULATION
¾ Information provision

¾ Awareness increase

¾ Purchase
P h off the
th product
d t

¾ Immediate sales
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European Commission
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Education and Culture
 TARGET AUDIENCE
SELECTION

¾ Analysis of current and potential customers

¾ The
Th importance
i t off the
th buying
b i decision
d i i center
t

¾ Evaluation of the buying decision center’s favorite

communication tools
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European Commission
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Education and Culture
 ADVERTISING BUDGET
DETERMINATION
¾ What
Wh t we were doing
d i last
l t year

¾ What can be afforded

¾ Percentage of sales

¾ What competitors are doing

¾ Residual

¾ Objectives and task (The Advisor Program)

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European Commission
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Education and Culture
 ADVERTISING MEDIA
SELECTION
¾ Magazines/journals (trade,
(trade general)

¾ Professional catalogs

¾ Newspaper

¾ TV

¾ Radio

¾ Outdoor advertising
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European Commission
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Education and Culture
 ASSESSING THE EFFECTIVENESS
OF ADVERTISING

¾ Marketing research prior the launching of an

advertisement

¾ Marketing research after the launching of an

advertisement (awareness, recall)

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European Commission
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Education and Culture
 ISSUES THAT NEED TO BE
TAKEN INTO ACCOUNT

¾ Language barriers

¾ Cultural barriers

¾ Regulation barriers

¾ Adaptation
Ad t ti vs. standardization
t d di ti

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European Commission
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Education and Culture
 THE PUBLICS OF
PUBLIC RELATIONS
¾ Employees

¾ Customers

¾ Suppliers

¾ Intermediaries

¾ Government

¾ Financial community

¾ Local communities/pressure groups

¾ The media
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European Commission
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Education and Culture
 ACTIVITIES OF PUBLIC
RELATIONS
¾ Sponsorship

¾ Crisis management

¾ Corporate image/identity

¾ Lobbying

¾ Exhibitions and shows

¾ Corporate journals and catalogs

¾ Press relations (press releases, press conferences)

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European Commission
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Education and Culture
 SALES PROMOTIONS TOOLS
¾ Free samples/visits/consultations

¾ Product exhibitions

¾ Money
Money--off incentives

¾ Gifts

¾ Competitions

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European Commission
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Education and Culture
 DIRECT MARKETING
“Communications
Communications where data are used

systematically to achieve quantifiable

marketing
g objectives
j and where direct contact

is invited or made between a company and its

customers”

(UK Direct Marketing Association)

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European Commission
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Education and Culture
 FACTORS THAT HAVE FACILITATED THE
EVOLUTION OF DIRECT MARKETING
¾ Modern databases especially through the evolution of the

Internet and other technological

g advances ((Scanner Data,,

CRM, ERP, MIS Systems, Cookies, Data Mining)

¾ Just
Just--In-
In-time systems on the basis of the reconstruction of the

whole supply chain

¾ Evolution of the relationship marketing philosophy

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European Commission
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Education and Culture
 KEY FEATURES OF DIRECT
MARKETING
¾ Establishment
stab s e t a database oof cu
current
e t aand
d pote
potential
ta

customers through sources such as the Internet, customer

enquiries, orders or even purchase of mailing lists

¾ Profiling of customers (all vs. profitable customers)

¾ Personalization
P li i off marketing
k i messages

¾ Tracking customer transactions in order to predict future

behavior
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European Commission
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Education and Culture
 DIRECT MARKETING
TOOLS

¾ Direct mail

¾ Telemarketing

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European Commission
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Education and Culture
 MOST IMPORTANT
COMMUNICATION
TOOLS
¾ Trade
T d magazines
i

¾ Exhibitions

¾ Professional catalogs

¾ Corporate catalogs

¾ Direct mail

¾ The company’s web site

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European Commission
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Education and Culture
 ONE OF THE MAIN
GOALS OF ALL
PROMOTIONAL EFFORTS IS TO
ASSIST THE SELLING
FUNCTION

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European Commission
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Education and Culture
 ACTIVITIES OF A SALESPERSON
¾ Prospecting

¾ Identification of the responsible for a purchase decision

¾ Presentation of the products

p

¾ Order taking and placing

¾ After-sales service

¾ Technical help
p

¾ Information gathering about customers

¾ Public relations with existing customers

¾ Documentation
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European Commission
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Education and Culture
 THE PROCESS OF SELLING
1. Identification and evaluation with the aim to establish a catalog of

prospects

2. Preparation through information gathering

3 Finding the customer (recommendation

3. recommendation,, phone
phone,, repeat contacts)
contacts)

4. Presentation (attention,
attention, interest,
interest, desire,
desire, benefits derived
derived))

5. Objections handling

6 Closing
6. C i the sale (size,
i color)
color
l )

7. Follow
Follow--up
p (after
after--sales service))
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European Commission
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Education and Culture
 SALES MANAGEMENT
¾Objectives formulation (eg. sales levels,
levels, number of customers, visits, orders,

presentations, cost reduction, stock reduction, profitability, customer service levels)

levels)

¾Determination of the number of salesmen (on the basis of gross sales,

sales, expected

needs, marginal analysis)

analysis)

¾Recruitment of salesmen

¾Training (case studies,

studies, roles assigned,
assigned, job rotation)
rotation)

¾Remuneration (salary,
y, bonus,, combination of both)
both)

¾Motivation (competitions,
competitions, non-
non-financial bonuses,
bonuses, avoidance of conflicts, safety
safety))

¾Determination of sales territories

¾Evaluation and control

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European Commission
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Education and Culture
 SALES ORGANIZATION
BY…
BY
¾ Geographical region

¾ Product

¾ Customer

¾ Combination of the above

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European Commission
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Education and Culture