various media by organizations and individuals who are in some

way identified in the advertising message.

1. GLOBAL ADVERTISING refers to developing a product and promotional strategy that can be used worldwide.
2. Promotion targeted at specific countries is more successful since each country has its own culture, language, and buying habits.
3. Because of cultural differences, promotional efforts designed specifically for individual countries may work best.
4. Getting the words right in international advertising is tricky and critical.
5. Even in the U.S., selected groups are large enough and different enough to call for specially designed promotions.

1. Effective selling today is more than persuading others to buy; it is helping them to satisfy their wants and needs.
2. The benefit of personal selling is that there is a person there to help you complete a transaction.
3. The Internet is changing the way salespeople operate.
4. Nearly 10% of the total labor force is employed in personal selling.
5. The average cost of a single sales call to a potential B2B buyer is about $400.

1. B2B customers are buying more goods over the Internet.
2. B2B salespeople will have new roles to play in the future.
3. A CONSULTATIVE SALESPERSON begins by analyzing customer needs and then comes up with solutions to those needs.
4. Selling to the consumer market will change as dramatically as selling to the B2B market has.
5. Consumer market salespeople also must function as consultants.
6. There is still a need for traditional salespeople, but such agents will be fewer and will be paid less.

1. SAMPLING is a promotional tool in which a company lets consumers have a small sample of a product for no charge.
2. It is a quick, effective way of demonstrating a product’s superiority at the time consumers are making a purchase decision.
3. Companies use sampling in conjunction with other techniques such as event marketing.
4. The text uses the example of Kiehl’s skin care products; the company uses no advertising, only sampling.

1. Word-of-mouth is one of the most effective promotional tools.
2. Anything that encourages people to talk favorably about an organization is effective word of mouth.
1. Clever commercials and samples can generate word of mouth.
2. The best way, however, is to have a good product, provide good services, and keep customers happy.

1. Some companies have begun creating word of mouth by paying people to go online and hype the product in chat rooms.
2. These people get free tickets, T-shirts, and other merchandise that the industry calls SWAG.
3. VIRAL MARKETING is the term now used to describe these Internet promotions.
4. Websites such as Barnes & Nobles pay a commission for customer recommendations.
5. An effective strategy for spreading word of mouth is to send TESTIMONIALS to current customers.
1. These are effective in confirming customers’ belief that they chose the right company.
2. Some companies make it a habit to ask customers for referrals.
3. However, negative word of mouth can be very destructive to a firm.
4. Upset customers are now getting on the Internet and publishing their complaints.

1. As people purchase goods and services on the Internet, companies keep track of these purchases and gather facts about these customers.
2. Using this information companies are able to design catalogs and brochures specifically to meet individual customer needs.
3. Companies are using traditional promotional tools less and are putting more money into direct marketing.
4. New high-speed Internet connections enable marketers to send video files and to interact with consumers in real time.
5. You can also search the Net for the best prices and find product information.
6. Promotion has become more INTERACTIVE.

1. Large, homogenous groups of consumers are most efficiently reached through ADVERTISING.
2. Large organizations are best reached through PERSONAL SELLING.
3. SALES PROMOTION motivates people to buy now rather than later.
4. PUBLICITY adds support to the other efforts and can create a good impression.
5. WORD OF MOUTH is often the most powerful promotional tool.

1. An INTEGRATED MARKETING COMMUNICATION SYSTEM (IMC) is a formal mechanism for uniting all the promotional efforts in an organization to make it more responsive to its customers and other stakeholders.
2. In the past, advertising was created by ad agencies, public relations by PR firms, and so forth, with little coordination.
3. Customers could receive conflicting messages.
4. To implement an IMC system, you start with customers and stakeholders and their information needs.
5. All messages must be consistent and coordinated.

An INTEGRATED MARKETING SYSTEM is one where consumers can access company information on their own and supply information about themselves in an ongoing dialogue. The basic steps:

1. Constantly GATHER DATA about the groups affected by the organization (including customers, potential customers, and other stakeholders.)
1. An information database is critical to any successful program.
2. A company can gather such data from sales transactions, letters, e-mail, and companies that specialize in gathering such data.
2. RESPOND QUICKLY to customer and other stakeholder information by adjusting company policies and by designing wanted products.
1. A responsive firm adapts to changing wants and needs quickly.
2. It is important for the marketing department to work closely with the information system department to make the process of ordering fast and smooth.
3. Make it possible for customers to OBTAIN INFORMATION that they need to make a purchase.
4. The advantages of interactive marketing include:
1. Information is available 24/7.
2. Ads and catalogs can be updated continually.
3. Buyers and sellers can engage in a dialogue over time.
4. It can be used by small as well as large businesses.