A study tool that outlines this chapter and the learning objectives it teaches.

Learning Objectives

After reading and studying this chapter, you should be able to answer the following questions:

1. What are the relationships between international consumer promotions and trade promotions?
2. How do international consumer promotions help a company achieve its marketing goals?
3. When are international trade promotions incentives used?
4. How does the public relations team or department handle negative publicity or image-damaging events?
5. How can the public relations function help build a positive image of a company and its brands?

Chapter Outline

To refer back to the specific topics in your textbook, the page numbers are also displayed below.

Opening Vignette: Marketing Herbal Remedies: pg. 535 - 536

OVERVIEW: pg. 537

International Sales Promotions: pg. 538 

International Consumer Promotions: pg. 539 - 547

International Trade Promotions: pg. 547 - 552

International Sales Promotions Campaign Management: pg. 552 - 553

International Public Relations: pg. 553 - 557

Strategic Implications: pg. 558

Tactical Implications: pg. 558

Operational Implications: pg. 558 - 559

Terms: pg. 559

Review Questions: pg. 559

Discussion Questions: pg. 560

Analytical and Internet Exercises: pg. 560

Case 16. Marketing Facial Tissues: pg. 561 - 562