International Marketing, 5th Edition

Personal selling is not viewed as a prestigious occupation in most countries. As a result, the quality of personal selling outside the United States is far from exemplary. In the United States, salespersons entertain clients at either breakfast or lunch. Overseas, it is much more common to meet for entertainment after business hours and to have sales discussions over dinner or in a nightclub. Clients expect attention to be given to social functions in addition to business functions, including golf, drinking, dining, and so on.

Proper management is required for all publicity campaigns. Every campaign must first have a well-defined objective. The effectiveness of publicity must be measured. A person responsible for a publicity campaign should keep the needs of the media in mind. Any request for information should be handled promptly. Finally, the strategy developed for publicity must change with the various product life-cycle stages.

A carnet is an international customs document that facilitates the temporary duty-free importation of product samples in lieu of the usual customs documents required to bring merchandise into several major trading countries. It is a series of vouchers listing the goods and countries involved where the product will be exhibited. For a fee based on the value of the goods to be covered, a carnet can be purchased in advance.

The effectiveness of sales promotion can be tempered by psychological barriers. Some foreign retailers, for example, are reluctant to accept manufacturers' coupons because they fear that they will not be reimbursed. Consumers may view sales promotion with suspicion, thinking that something must be wrong with the product. Furthermore, there are many legal barriers. European countries have a larger number of restrictions than the United States in this area.