I (Meaning and importance of Exports) Unit Structure

(b) 
 Sales Promotion 
Sales promotion includes activities that seek to directly 
induce, or indirectly serve as incentives to motivate, a desired 
response on the part of target customers, and intermediaries. The 
various sales promotion techniques include free samples, 

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consumer contests, money-refund offers, free gifts, quantity 
discount and installment selling. 
(c) 
Personal Selling 
Personal selling is face to face communication with one or 
more prospective buyers/users and influencing the buyer with the 
aim of motivating the prospect toward a purchase decision. 
It is one of the four tools of marketing communication. The 
other tools are public relations and publicity, sales promotion and 
advertising. Arrange of top executives meetings with the top 
executives of a potential buying company. In foreign markets 
personal selling is possible in trade fairs and exhibitions and also at 
stores level. 
(d) 
Public Relations 
Modern firms are concerned about the effects of their actions 
on the public. The firm should understand concerns of the public 
and communicate to them its goals and interests, otherwise, they 
may misinterpret, distort or be openly hostile to the firms actions. 
The firm needs to communicate to correct erroneous impressions of 
the company in the minds of general public, to maintain goodwill, 
a
nd explain the firm‟s goals and interests. 
(e) 
Direct mailing 
Direct mailing is the sending of sales literature through mail 
to select or perspective customers. Advertising is costly in overseas 
markets. For industrial products, such advertising in national 
newspapers, T.V., and commercial radio is not required. One of the 
most cost efficient methods of product promotion in foreign markets 
is the direct mailing method. This method is selective and also 
personal in nature.