Actividad 1 Promoción

InternacionalJessica Michelle Caravantes Aldarán

Introduction• Promotional objectives involve the question of what the firm hopes to

achieve with a campaign—“increasing profits” is too vague an objective, since this has to be achieved through some intermediate outcome (such as increasing market share, which in turn is achieved by some change in consumers which cause them to buy more).

• Promotion plays a vital role in providing information of the product to the foreign customers. It also creates the desirability of the product among foreign potential buyers. Foreign companies desire to communicate with their marketing intermediaries and potential buyers to ensure favourable sentiment toward themselves and their products. Promotion is more culture bound than other Ps.

Abstract• El objetivo de esta actividad es comprender el uso y los

complementos de la promocion internacional ya que hoy en día , las empresas de comercio en los mercados globales están creando relaciones comerciales e intercambios con diferentes mercados. Este proceso ha dado lugar a la transferencia de nuevos conceptos de marketing en la promoción internacional de sus productos y servicios . La promoción internacional ofrece una mezcla de actividades y estrategias dirigidas a obtener un producto o su servicio para el consumidor final de una manera adecuada .

Abstract

• The aim of this activity is to understand the use and complements the international promotion, as today, many companies are trading in global markets and creating business relations and exchanges with different markets. This process has resulted in the transfer of new marketing concepts in the international promotion of its products and services. International promotion offers a mix of activities and strategies to obtain a product or service to the consumer in an appropriate way .

Abstract• Le but de cette activité est de comprendre l'utilisation et

complète la promotion internationale , comme aujourd'hui , de nombreuses entreprises se négocient sur les marchés mondiaux et de créer des relations d'affaires et d'échanges avec les différents marchés. Ce processus a entraîné le transfert de nouveaux concepts de marketing dans la promotion internationale de ses produits et services. La promotion internationale offre un mélange d'activités et de stratégies pour obtenir un produit ou un service au consommateur d'une manière appropriée

2. Cases• IKEA: The company had to change the strategy in every country because

in each country the final costumers wanted or had the idea of very different concept. For example, the prices in Europe and USA where low but in China its an “Affordable” concept, also on the style of furniture the company had to make some changes, in Europe and USA its more of a stylish furniture but in China it’s a Western style and also the size change, because in Europe and USA houses and apartments are bigger than China. Finally the promotion changed, in China thanks to internet they advertise their products and in USA they use their own catalogue. In conclusions the strategy change in every different country where IKEA opens a new store.

2. Cases

• Under Armour: In this case the company was trying to expand the brand but at the same time they were battling with a really bad publicity , that could affect the brand and image of the company because no one wants to use a brand that its in the public eye, also they could lose some advertising from some sport because of the bad publicity and that could affect in the finances of the company, so they need to act as quick as possible so they can still be a option from the costumers and sports teams and also increment the sales instead of loosing sales and finally they can expand the brand

3. Conclusion

• At the end of this activity what we learned its that international promotion its really important because it can save the company from bad publicity or it can help to increase the sales of the company and it also works to know how to enter to a new country and what does the company needs to change to be competitive and win market and costumers