International Promotion of a Particular Product
1. Title: “International Promotion” International means extending across or transcending national boundaries. It also means involving more than one country. Promotion is an activity, such as a sale or advertising campaign, designed to increase visibility or sales of a product or enriching the position of an employee in the hierarchy.
2. Introduction: International Promotion: It is a process to inform final consumers and other, foreign marketing channel members on the availability and value of a particular product.
As in domestic marketing, there are many mechanisms that can be used in the international market. These include advertising, personal selling and other forms of promotion. 3. Objectives: ➢ To get an idea of the influence of the business environment on promotion strategies. ➢ To understand the major decisions in international promotion. ➢ To get an idea of the promotion mix. ➢ To know the important problems in international promotion. ➢ To examine the role of export promotion organizations, trade fairs and exhibitions and personal selling in international marketing.
4. Business Environment and Promotion Strategies: Because of the differences in the marketing environment, promotion is often a very complex problem in international, particularly in multinational, marketing. As in the case of product, the SRC can result in the failure of the promotion. Promotion is an area where many marketers do blunders. Foreign countries have their own customs, traditions and practices regarding trade promotion, gift-giving, etc. ignoring them could be disastrous. A foreign affiliated company, a joint venture formed with a Japanese partner, received clear instructions from the head office to advertise heavily at the initial stage. Difference in the business environment may call for different promotion strategies.
5. Major Decisions in international
2. Introduction: International Promotion: It is a process to inform final consumers and other, foreign marketing channel members on the availability and value of a particular product.
As in domestic marketing, there are many mechanisms that can be used in the international market. These include advertising, personal selling and other forms of promotion. 3. Objectives: ➢ To get an idea of the influence of the business environment on promotion strategies. ➢ To understand the major decisions in international promotion. ➢ To get an idea of the promotion mix. ➢ To know the important problems in international promotion. ➢ To examine the role of export promotion organizations, trade fairs and exhibitions and personal selling in international marketing.
4. Business Environment and Promotion Strategies: Because of the differences in the marketing environment, promotion is often a very complex problem in international, particularly in multinational, marketing. As in the case of product, the SRC can result in the failure of the promotion. Promotion is an area where many marketers do blunders. Foreign countries have their own customs, traditions and practices regarding trade promotion, gift-giving, etc. ignoring them could be disastrous. A foreign affiliated company, a joint venture formed with a Japanese partner, received clear instructions from the head office to advertise heavily at the initial stage. Difference in the business environment may call for different promotion strategies.
5. Major Decisions in international
References: • Book: International Business. Author: Francis Cherunilam.