1. In Addition to advertising, publicity, and PR, the Promotion Mix includes what '6' things?

1. 1) Sponsorships
   2) Sales Promotions
   3) Direct Marketing
   4) Personal Selling
   5) Internet
   6) Infomercials  

1. Define
• What are '2' different approaches?
   
2.  what are the Benefits? (4)

1. any Paid Customer OR Trade Communication Program of Limited Duration that Adds Value to a Product/Brand
• 1) Price (coupon)    VS. 
        Non-price Promotions (free samples)
  2) Consumer Sales (Increase Demand/awaremess) VS. 
        Trade sales Promotions (add to Dist. Channel/increase prodcut availabilty)  
  
  
2. - Tangible Incentive to buyers
   - Reduce Percieved Risk associated w/Purchasing product
   - Accountability for Communications activity
   - Method of Collecting additional Data for database  

1. '4' Reasons Why to include more Head Quarter (HQ) Involvement?
   
   
2. '3'  Issues/Problems with Sales Promotion?

1. 1) Increasing Budget Allocations
   2) Formulation, Implementation, & Mgmt Follow-up
   3) Involvement to Ensure Efficiency and Success
   4) Retailers Seek Coordinated Programs from Suppliers
   
   
2.  - Fraud
    - Regulations vary by Country
    - Cultural Dispositions to Sales Promotions
         - ex: Malaysians see coupon usage as embarrassing 
          Islam frowns on gambling so sweepstakes may not work   

1. Define: Personal Selling
• Focused on? (2)
• ST goal?
• LT goal?

1. P2P communication btwn Company Represent. AND Prospective Buyer
• Uncover Needs AND Inform Prospect
• Make Sale
• Build Relationship 

The Strategic/Consultative Selling Model*

1. Define: Personal Selling Philosophy (2)
    
2. Define: Relationship Strategy  (2) 
    
3. Define: Product Strategy  (2) 
    
4. Define: Customer Strategy  (2) 
    
5. Define: Presenation Strategy  (2)

1. - Committment to Marketing Concept    AND
   - Willingness to Adopt Role of Problem Solver/partner - secure belief of value
   
   
2. Game plan for Establishing AND Maintaining High-Quality Relationships w/ Prospects/Cust. - connects with relationship marketing
   
   
3. Assist Sales Rep in Selecting AND Positioning products to Satisfy Customer Needs - communicate benefits
   
   
4. - Ensures Sales Professonal will be Maximally Responsive to Customer Needs   AND
   - Builds a Prospect Base - need to understand consumer behavior 
   
   
5. - Setting Objectives for Sales Call  AND 
   - Estab. Presentation Plan to meet Objectives face 2 face - 

The Presentation Plan - aka 'Sales Cycle' - heart of presentation strategy

What are the '6' Steps?

1. Approach - initial contact with prospect - review selling model 
    
2. Presentation - pros. needs assessed - select products - initiate salse presentation
    
3. Demonstration  - decide what to dem. - select sales tools- initiate dem
    
4. Negotiation - anticpate buyer concerns -plan negotiating methods - initiate win-win negotiations 
    
5. Close - plan appr. method - s - recognize closing clue - initiate closign methods 
    
6. Servicing the Sale - suggestive sellign - follow through - follow up

1. What are the '4' Sales Forces Nationalities?
    
• Advantages?
   
• Disadvantages?
  

1. Expatriates - "expats" - employees who are sent from home coutnries to work abroad 
     
• - Superior Product Knowledge 
  - Committment to Service Standards
  - Promotion Training
  - Greater HQ Control
  
  
• ~ Higher Cost
  ~ Higher Turnover
  ~ Cost for Language AND
             Cross-Cultural Training
   
2. Host-country Nationals
    
• - Economical 
  - Superior Mkt AND Culture Knowledge
  - Language Skills
  - Fast Implementation
  
  
• ~ Needs Product Training
  ~ may be Held in Low Esteem
  ~ Language Skills may Not be Important
  ~ Difficult to Ensure Loyalty 
   
3. Third-country Nationals
    
• - Cultural Sensitivity 
  - Language Skills
  - Economical
  - Allows Regional Sales Coverage
  
  
• ~ Possible Identification Problems
  ~ may be Blocked for Promotions
  ~ Income Gaps
  ~ Needs Product/Company training 
  ~ Loyalty Not Assured  
   
4. Other Options
   
    - Sales Agents
    - Exclusive License Arrangements 
    - Contract Manufacturing OR Production
    - Mgmt-Only Agreements
    - Joint Ventures 

1. What are '3' Special Forms of Marketing Communications?
   
   
2. Define: Product Placement 

1. 1) Direct Marketing - (Direct Mail, Catalogs, Infomercials/teleshopping) 
     - four steps to 1-1 mkting: 1) identify cust info 2) differntiate cust and rank them 3) interact with cust. and devlop best forms of interaction 4) custom. prod to offer customer 
   
   2) Event Sponsorship (Concerts/Sporting events, Placing Products in Movies)
   
   3) Internet Communications 
   
   
2. Arranging to have Company's products/brand names appear in:
     - TV Shows
     - Movies
     - Other types of Entertainment
   (As well as Lending/Donating products to Celebrities)
      

1. define coupon

1. printed certif. that entitles vearer to a price reduction/etc for purchasing product - can be onpack, free-standind insert (FSI), inpack, cross coupons