Download International Marketing

INTERNATIONAL MARKETING 6e
Chapter 12
International Communications
Copyright © 2001 by Harcourt, Inc.. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to
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The Marketing Communication Process
Sender
(Encodes
Message)
Message
Channel
Message
Receiver
(Decodes
Message)
Noise
Feedback
Copyright © 2001 by Harcourt, Inc. All rights reserved.
Source: Terence A. Shimp, Advertising, Promotion, and
Supplemental Aspects of Integrated Marketing Communications
(Ft. Worth, TX: The Dryden Press, 2000), 118.
12-2
Stages of the Negotiation Process:
 The
offer
• assess each parties’ needs and commitment
 Informal
meetings
• trust-building among deal makers
 Strategy
formulation
• review and assess factors to be negotiated
 Negotiations
• form, informal, short or long
 Implementation
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12-3
International Negotiations
 How
•
•
•
•
•
•
•
•
•
•
to negotiate in other countries
Team assistance
Traditions and customs
Language capability
Determination of authority limits
Patience
Negotiation ethics
Silence
Persistence
Holistic view
The meaning of
agreements
Copyright © 2001 by Harcourt, Inc. All rights reserved.
12-4
Marketing Communications Strategy
Steps in
Formulating
Marketing
Communications
Strategy
Step 1
Assess Marketing Communications Opportunities
Step 2
Analyze Marketing Communications Resources
Step 3
Set Marketing Communications Objectives
Step 4
Develop and Evaluate Alternative Strategies
Step 5
Assign Specific Marketing Communications Tasks
Copyright © 2001 by Harcourt, Inc. All rights reserved.
Source: Framework adapted from Wayne DeLozier, The Marketing
Communication Process (New York: McGraw-Hill, 1976), 272.
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The Promotional Mix
 Advertising
• any form of nonpersonal communication
 Personal
Selling
• the use of person-to-person communication
 Publicity
• nonpaid, commercially significant news
 Sales
Promotion
• Direct inducements of
extra value or incentives
Copyright © 2001 by Harcourt, Inc. All rights reserved.
12-6
The Promotional Mix
 Push
strategies
• focus on personal selling, considered essential in
international marketing of industrial goods.
 Pull
strategies
• depend on mass communications (advertising of
consumer-oriented goods) to reach target
audiences over long distribution channels.
 Integrated
marketing communications
• Coordinated use of a broad range of promotional
tools to reach a target market.
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12-7
Communications Tools
 Direct
marketing
• is intended to elicit immediate and measurable
responses to direct-response advertising,
telemarketing, and direct selling.
• Direct mail depends on acquiring mailing lists that
target the intended audience.
• Effective direct mailing require extensive planning
of materials, format, and mode of mailing.
 The
Internet
• A presence on the Internet is a necessity that can
expand marketing communications world-wide
with low costs.
Copyright © 2001 by Harcourt, Inc. All rights reserved.
12-9
Trade Fairs and Missions
 Types
•
•
•
•
of international trade events
Trade missions
Seminar missions
Solo exhibitions
Video / catalog exhibitions
 Magnitude:
Over 16,0000
trade shows generate $70
billion in business annually.
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12-10
Trade Show Participation
 Reasons
for participation
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•
•
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Customer can examine the product
Goodwill and contact cultivation
Locating a trade intermediary
Opportunity to meet government officials and
decision makers
• Opportunity for market research and collecting
competitive intelligence
 Reasons
for not participating
• High cost
• Identifying the “right” trade shows to participate in
• Coordination
Copyright © 2001 by Harcourt, Inc. All rights reserved.
12-11
Personal Selling
 The
most effective promotional tool
 Costs per contact are high
 Yields immediate customer feedback and
sales results
 Keys to personal selling
• Salesperson’ has the ability
to adapt to the customer and
the selling situation.
• Salesperson must have a
thorough knowledge of the
product or service.
Copyright © 2001 by Harcourt, Inc. All rights reserved.
12-12