Page 145 - International Marketing

BRILLIANT'S Managing International Market 147

 Vertical trade fair, which is more specialized.
(c) International marketers can communicate with foreign buyers
through publicity releases directed to the new product and new literature
of those publications serving their target audiences.
(d) Point-of-purchase promotion is, what occurs very often in stores,
to induce the consumer to purchase. This is done partly through the pack-
aging of the product in attractive ways, although pop mainly applies to in-
store demonstrations, contests, samples and coupons. 
MANAGING INTERNATIONAL SALES FORCE

Q.22. Write note on: Natives vs. Expatriates vs. TCNs in overseas
sales force. Which one you prefer and why? [MBA(FT) 2007]
OR
Write a short note on: International sales force management
categories and precautions in their recruitment and selec-
tion. NPP [MBA(FT) 2005]
OR
Write short note on: International sales force management-
types and precautions in their recruitment and selection.
[MBA(FT) 2004]
Introduction
Managing an international sales force means efficiently leading the
sales activities of an organization that has a large geographic reach. To be
efficient, an international sales force should be aware of the brand and
product of the company. Ensuring that each member of the international
sales force is equipped with this knowledge will impact the sales productivity
and contact management. Each sales person becomes confident in dealing
with potential clients and current clients, because of this.
Sales strategies and sales techniques are also shared by international
sales force team members. Sharing specific steps and situations in
workshops and seminars will give sales people real examples from which
to draw from when similar occasions occur. Workshops and seminar
materials can be taken from sales management books and from your own
experiences in sales and handling of customers.
Having an international sales force means monitoring daily inventories
and sales on a larger geographic scale. Several companies now sell
software that will assist, from managing inventories, pricing and contact