Course summary (International promotion policy)
Course objectives:
- To learn the importance of an appropriate promotion strategy when entering new export markets, examine the
promotion options
available to the exporter, outline the key points to note when designing a Company brochure and analyse the tools available when implementing a promotion
campaign
- To understand the influence of a country's international brand on
its export performance.
- To understand the fundamentals of International trade fair preparation and
attendance and it's related follow-up activity.
- To understand how to plan and prepare a business trip to a
prospective Export market and the follow-up which will then be required.
Promotion policy is another key factor in the
Global market. Besides
deciding global or local promotions, the type of promotion that we should carry
out will be related to the distribution systems available in of foreign markets.
With a direct export, the exporter will have to bear all the costs of the promotion, however with an Indirect export, the intermediary can share in this
cost and participate in the design of it.
By promotion we understand all those activities developed by the International marketing department to consolidate the product in the market, with the objective of increasing its sales, understanding and image.
Promotion policy in Foreign trade works within the structure of the marketing
mix. Promotion policy applies to each of the countries to which the company
wishes to export.
Example of the course International promotion policy:
The influence of country brand in global marketing is a very
important piece of information, which should be taken into account by the exporter. The image of a country in the foreign markets depends on many factors, among them on the foreign promotional policy carried out by governments in order
to improve this image. The exporter should find out what is the country image of his country in the target market. If this image is positive, the most logical
thing will be to use it in our favour in our marketing plans. If the image is
negative, the recommendable thing is to use the marketing mix to draw the importer's attention towards other variables of marketing.
International fairs are, without doubt, a key aspect of International Marketing. exporters use them both to open new markets as well as to launch New products or support the work of their distributors. Participation in the fair
will be defined in the international marketing plan developed by the company. It
will have established which fairs the company should attend and will establish
the budget available for the fair. Participation in a trade fair abroad is
expensive and for this reason the company should establish precisely the goals
to be obtained from attending.
A business trip, be it to prospect a market or to visit current
distributors, is a key aspect to Foreign trade. Nowadays it is the only way to
discover the real situation of each market and especially to get to know
personally and in situ our distributors. It should be organized carefully
because it is expensive. Finally, the objectives of the trip should be those
reflected in the international marketing plan.
With traditional mass media consumers are exposed to a barrage of commercials
and advertisements and they have no option but to watch the entire
advertisement, or change the channel or turn the page. Consumers have no
decision-making capacity here. In
e-communication, the situation is reversed; consumers play the leading
role. They are the ones who decide what advertising to watch and how. That's why
it is essential To understand the basic principles of
online promotion. Traditional promotion concepts have to be transformed
to make online business successful. In this unit we will look at the key
features and examine the main techniques of online promotion.
