SALES PROMOTION ACTIVITIES IN THE GLOBAL MARKETING CONCEPT

Autori članka: 
Aleksandar Grubor, Nenad Đokić, Nikola Milićević
Godina izdavanja članka: 
2015
Broj u godini: 
2
Apstrak članka: 

SALES PROMOTION ACTIVITIES IN THE GLOBAL MARKETING CONCEPT
Summary: As а part of international business activities, it is possible to identify more conceptual approaches related to international marketing, one of which is a global marketing concept as its highest development phase. Unlike the other types of marketing orientation – export marketing and foreign marketing, in the global marketing orientation the emphasis is not reduced to selling products and services of a company, or the achievement of profi tability by meeting the consumers’ needs, but to other stakeholders of a company as well as the consumers and profi table meeting their needs. At the level of international marketing program it is necessary to consider all the instruments of the marketing mix: product, price, distribution, and marketing communications. With regard to marketing communications, it is also possible to identify the existence of multiple instruments: advertising, publicity, personal selling, direct marketing, and sales promotion. In addition, sales promotion can be oriented to consumers - in order to, among other things, increase awareness of the existence of the product, motivate those who do not buy the product to the purchase or increase demand, but also to marketing intermediaries - primarily in order to increase the availability of products in distribution channels. Such activities for a limited period of time add value to a product or brand, whereas it is related to both, activities in connection to prices, as well as non-price activities. However, one should have in mind that the modern marketing communication, but also the entire business of the company, needs to be considered through the concept of integrated marketing communications, which are characterized by a high level of interaction in communication between brand marketers and consumers, accompanied by the message consistency across the entire marketing mix fr om product to all instruments of promotion. Th e subject of this paper is to review the activities of sales promotion in the concept of global marketing. In this regard, aft er the main characteristics of the concept of global marketing, as well as the basic settings of the concept of integrated marketing communications, including the relation of sales promotions with other instruments of promotional mix, all of which represents a context in which it is necessary to observe the sales promotion activities, the paper presentes the forms of these activities, as well as certain dilemmas associated with them that may occur. As forms of sales promotion activities oriented toward consumers are listed: coupons, discounts, fr ee samples, additional quantities as a prize, trade marks, while as forms of sales promotion activities oriented toward distribution channels are listed: sales contests, motivations for trade promotions, motivations for special arrangement and presentation of the product and giving a certain amount of fr ee goods or funds to intensify sales. In addition several examples fr om business practice are given regarding diff erent expiriences of sales promotion activities implementation, primarily sampling and couponing, in different parts of the world. As dilemmas in connection with the activities of sales promotion were identifi ed level of involvement of the company headquarters in sales promotion activities, the question of legislation, as well as the strategic dimension of sales promotion.
Key words: global marketing, sales promotion, integrated marketing communications

AKTIVNOSTI UNAPREĐENјA PRODAJE U KONCEPTU GLOBALNOG MARKETINGA
Rezime: U okviru poslovanja preduzeća u međunarodnim okvirima, moguće je identifikovati više koncepcijskih pristupa međunarodnog marketinga, od kojih je globalni marketing koncept njegova najviša razvojna faza. Za razliku od preostalih tipova marketing orijentacija – izvozne i inostrane, u globalnoj marketing orijentaciji akcenat nije sveden na prodaju proizvoda i usluga preduzeća, odnosno ostvarivanje profitabilnosti putem zadovolјavanja potrošača, već se pored potrošača i profitabilnog zadovolјavanja njihovih potreba, u obzir uzimaju i ostali faktori okruženja kompanije. Na nivou međunarodnog marketing programa potrebno je razmatrati sve instrumente marketing miksa: proizvod, cenu, distribuciju, kao i marketing komunikacije. U vezi sa marketing komunikacijama, moguće je takođe identifikovati postojanje više instrumenata: ekonomske propagande, ekonomskog publiciteta, lične prodaje, direktnog marketinga, kao i unapređenja prodaje. Pri tome, unapređenje prodaje može biti orijentisano ka potrošačima – kako bi se, između ostalog, povećala svesnost o postojanju proizvoda, motivisali oni koji proizvod ne kupuju na njegovu kupovinu ili povećala tražnja, ali i ka marketing posrednicima – kako bi se prvenstveno povećala dostupnost proizvoda u kanalima distribucije. Takvim aktivnostima se tokom ograničenog vremenskog perioda dodaje vrednost proizvodu ili brendu, kako aktivnostima koje se odnose na njihovu cenu, tako i necenovnim aktivnostima. Međutim, treba imati u vidu i da je savremene marketing komunikacije, ali i celokupno poslovanje kompanije, potrebno posmatrati u kontekstu integrisanih marketing komunikacija, koje karakteriše visok nivo interakcije u komunikaciji između marketara brenda i potrošača, praćen konzistentnošću poruke duž čitavog marketing miksa, od proizvoda do svih instrumenata promocije. Predmet ovoga rada upravo je sagledavanje aktivnosti unapređenja prodaje u konceptu globalnog marketinga. U tom smislu, nakon prikaza osnovnih karakteristika koncepta globalnog marketinga, kao i osnovnih postavki koncepta integrisanih marketing komunikacija, uklјučujući i odnose unapređenja prodaje sa ostalim instrumentima promotivnog miksa, što sve zajedno predstavlјa svojevrsni kontekst u kome je potrebno posmatrati aktivnosti unapređenja prodaje, u radu su prikazani pojavni oblici tih aktivnosti, kao i određene dileme koje se u vezi sa njima mogu javiti.
Klјučne reči: globalni marketing, unapređenje prodaje, integrisane marketing komunikacije