Unit 11 -  Market Promotion Strategies

Objective of this Unit

There arevarious strategies that should be considered by exporters when promoting their product or service in a given market. This Unit describes a number of the more important strategies. A proper selection…and management… of strategies should maximize ultimate export profits.

Unit 12- Broadcast Promotion

Objective of this Unit

This Unit describes“Broadcast” promotion: its strengths and weaknesses…and when it makes sense to apply and when not. The potential exporter should be familiar with the concept to decide when and if to use these promotional channels.

Unit 13 - Targeted Promotion

Objective of this Unit

Like the preceding Unit, this Unit describes the more narrowly-focused “Targeted” promotion.  Learning what these channels are can also assist the potential exporter to maximize promotions in a given market…for a specific product or service.