LAIZER EDWIN N BAPRM 42691

PROMOTION TOOLS IN INTERNATIONAL MARKETING

According  to Joel R. Evans and Berman (1982) Promotion  is  any  form  of  communication used  to inform, persuade, and  remind  people  about an organization or individuals goods, services, image, ideas, community involvement or impact  on the society. And that form of communication occurs through brand name packaging, displays, personal selling, customer’s services, trade shows, and messages in mass media such as newspapers, Television, Radio, Direct mail, Billboard, Magazine and transit.

 Those message may emphasize information persuasion, fear, sociability, product performance, humor and comparisons with competitors, Regarding those  three task as to inform the audience  was to be aware of the product or service offered and understood the benefit it provided how its work and where they can get that product/services at what time while persuasion is through competitors where  by  every firms  try to create a uniqueness of  product/ services  so that  audience can be attracted with the services offered .

Promotion can be done by an organization or company either domestically or internationally

 Promotional elements

There are several promotion elements especially in an International context among being the following

Sales  promotion

Joel R  Evans  and Barry Berman (1982) defined  sales promotion as a  paid  marketing communication  activities  that  are  intended  to stimulate  consumer  purchase  and  dealer  effectiveness (mainly used  by incentives ) include  trade shows, premiums, free sample, temporally  price reduction, special discount bonus, demonstrations  and  various other effort not  in the ordinary  promotion  routine.

Public Relation

According  to David  W. Cravens  and Nigel F. Piercy (2005) assets that  public Relation  consist  of communication  placed in the commercial media but not  paid  for directly  by the sponsor such as News release on product  may  be  published  in trade  magazine, but  companies does not  pay  for the  communication  objectives of public Relation  is to encourage relevant media to include  companies  related  information  in media  communication, PR is  also  used  for publicity  purpose such as communicating  with financial  analysts, publicity  in the media can be negative or  positive  and cannot  be controlled  by  organization  to  the same extent that  other  promotion  component cannot.

Personal Selling.

This is the process whereby a seller sales to consumer face to face. Also  Philip Kotler (2006) Asserts  that , today  company  spend  hundreds of millions  of  dollars  each year to train  sales people in the arts of selling . Selling  train  approaches  try to transform  a sales  person  from  a  positive  order  taken  into  active getter who  engages  in customer  problem  solving . An  active  order  getter learns  how  to listen  and  question  in order  to identify  customer  needs  and come up  with sound  product  solutions. And  this  approach  assume  customer  have  latent  needs  that  constitute a opportunities and  that  they  will  be  have  their  long-term interest  at  heart..

Advertising

 David W Craven and Nigel F. Piercy (2003) consist of any form of non-personal communication consist of organization products, or idea that is paid for by specific sponsors. The sponsor makes the payments for communication or more forms of media such as Television, Radio, Magazine, and Newspaper. Large advertising  expenditures are often  necessary  to introduce  a  new  consumer  product  and  build  the bland  equity  of existing  product.

to  communicate  customers  value  and build  customer relationship persuasively. With the correct blend of the marketing mix being used   effectively, a business will continue to gain customers and achieve both short and long term   success.