Transcript 9.03 Selling

Chapter 9
International Marketing
Communication
9.03 Understand the selling process
and the importance of integrated
marketing communication
International Marketing
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CUSTOMER ACTION
 Marketers ultimately look for some type
of action on part of customer.
 Purchase of product
 Change in behavior (quit smoking, protect
environment, etc.)
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Personal Selling
 Personal selling
 face-to-face interaction between buyer &
seller
 Immediate 2 way communication
 Allows for instant feedback
 Most common in industrial sales
 Purchase decisions more
complex
http://www.youtube.com/watch?v=n2oAvYMXAwk
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Personal Selling (continued)
 International Sales Process
 1. Approach
 Method used to start sales process
 Includes pre-approach involving background
research to understand customer’s needs
 http://www.youtube.com/watch?v=kkQqli81xTQ
 2. Sales presentation
 Main communication component of sales
process
 Goal is to create desire
Chapter 9
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International Marketing
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Personal Selling (continued
 3. Answering objections
 Buyer may not understand enough about product
 May also be part of negotiation
 4. Closing sale
 Ask the buyer to make purchase
 http://www.youtube.com/watch?v=T_npx6MIMUI - Crazy
 http://www.youtube.com/watch?v=r5iaTRqIafU - Don Draper
 5. Follow-up
 Make sure customer is satisfied
 Helps create goodwill
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Personal Selling (continued
 Salesperson needs strong
understanding of:
 Product
 Customer & local culture
 http://youtu.be/vxG6tHOB938 - Australia
 http://www.youtube.com/watch?v=HPjs2IOa2IU - VW
 Power structure within business
customers’ organizations
 Local negotiation techniques
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Personal Selling (continued)
 International Sales Management
 Companies need to carefully hire &
properly train their sales force.
 Less expensive in developing countries
 Sales commission
 Compensates sales person based on
percentage of sales
 http://www.youtube.com/watch?v=_B-Zu3hVEkM
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Sales Promotion
 Sales promotion
 Incentive, such as coupon, rebate, or premium
 Many countries place restrictions on sales
promotions
 More difficult in developing countries because of
technology & communication needs
 Trade promotions
 Incentives directed to members of trade or industry
as well as to final customers
 May be viewed as form of price
competition
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Electronic Media
 Electronic media - used to support
sales efforts & to host company/product
web sites.
 Helps create interest & desire
 Provides contact information
 Allows more information at lower price
than traditional media
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International Marketing
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MARKETING COMMUNICATION
 Integrated marketing communication
 Planning process which tries to ensure
that all marketing communication efforts
send consistent message to customers
 Marketers usually set goals & budget
 Outsource message design to local market
to make sure message is understood
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Standardization versus
Customization
 Business markets need less
customization.
 Most businesses around world have same
information needs & same product needs
 Consumer markets may require higher
level of customization.
Chapter 9
Slide 11
International Marketing
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