经济类课件汇集_INTERNATIONAL MARKETING_Chapter 12 International Communications

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 the following address: Permissions Department, Harcourt, Inc, 6277 Sea Harbor Drive, Orlando, Florida 32887-6777

Copyright © 2001 by Harcourt, Inc.. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777. INTERNATIONAL MARKETING 6e International Communications Chapter 12

Trusting or Naive A Canadian Employees described their Filipino bosss low-trust approach to management as unbearable and suspicious behavior. The Canadians went on saying that, the Filipino boss was constantly looking over their shoulders, checking their work, attitudes and punctuality. As a result, the employees began slow down work. however their boss understood them as being lazy Discuss the causes for the misunderstanding of both sides and relate the situation to one or two of the theories you have been exposed to in your earlier studies

Trusting or Naive Canadian Employees described their Filipino boss’s low-trust approach to management as unbearable and suspicious behavior. The Canadians went on saying that, the Filipino boss was constantly looking over their shoulders, checking their work, attitudes and punctuality. As a result, the employees began slow down work, however their boss understood them as being lazy. Discuss the causes for the misunderstanding of both sides and relate the situation to one or two of the theories you have been exposed to in your earlier studies

Misperception, miscommunication and Noise Sender's Message R eceIver s Culture Culture Noise Feed back

Misperception, miscommunication and misevaluation Sender’s Culture Receiver's Culture Message Noise (+) Noise (-) Feed back

The Marketing Communication process Sender Message Receiver (Encodes Message Channel (Decodes Message) Message) Noise Feedback Source: Terence A. Shimp, Advertising. Promotion. and SupplementaL Aspects of Integrated Marketing Communications Copyright 2001 by Harcourt, Inc. All rights reserved (Ft Worth, TX The Dryden Press, 2000), 118 12-4

Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-4 Sender (Encodes Message) Message Feedback Message Channel Receiver (Decodes Message) Noise The Marketing Communication Process Source: Terence A. Shimp, Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications (Ft. Worth, TX: The Dryden Press, 2000), 118

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 mplementation Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-5 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

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

Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-6 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

Marketing Communications Strategy Steps in Step 1 Formulating Assess Marketing Com munications Opportunities Marketing Communications Step 2 Analyze Marketing Com munications Resources Strategy Step 3 Set Marketing Com munications Objectives Step 4 Develop and Evaluate Alternative Strate gies Step 5 Assign Specific Marketing Com munications Tasks Source: Framework adapted from Wayne DeLozier, The Marketing Copyright 2001 by Harcourt, Inc. All rights reserved Communication Process(New York: McGraw-Hill, 1976), 272. 12-7

Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-7 Marketing Communications Strategy Steps in Formulating Marketing Communications Strategy Step 5 Assign Specific M arketing Communications Tasks Step 4 Develop and Evaluate Alternative Strategies Step 3 Set Marketing Communications Objectives Step 2 Analyze M arketing Communications Resources Step 1 Assess Marketing Communications Opportunities Source: Framework adapted from Wayne DeLozier, The Marketing Communication Process (New York: McGraw-Hill, 1976), 272

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

Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-8 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

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 Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-9 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

Communications Tools The choice of media is governed by the appropriateness media's target audience and its efficiency in reaching that audience Business and trade journals Broad-based media Business Week. The Wall Street Journal Horizontal media focus on a particular marketing task (Purchasing World) Vertical media focus on a particular market or industry (Trucker World) Directories and data services Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-10 Communications Tools The choice of media is governed by the appropriateness media’s target audience and its efficiency in reaching that audience Business and trade journals • Broad-based media – Business Week, The Wall Street Journal • Horizontal media – focus on a particular marketing task (Purchasing World) • Vertical media – focus on a particular market or industry (Trucker World) • Directories and data services