chapter eleven global communications strategies
TRANSCRIPT
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Chapter Eleven
Global Communications
Strategies
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The Single-Country Communications Process
• Generalized Single-Country Communications Process– Barriers Include:
• Source Effect• Level of Noise• Perceptional Filter
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The Multicountry Communications Process
Figure 11.1: Barriers in the Multicountry Communications Process
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Figure 11.2: Global Promotion Strategies
Global Communications Strategies
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Global Communications Strategies (cont’d)
• Push-Oriented Strategy
• Pull-Oriented Strategy
• Push Versus Pull Strategies
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Personal Selling
• Defined• Global Selling Through a Multicountry Sales Force
– Purchasing Behavior– Buying Criteria– Language– Business Etiquette
• Kuwait• China • Israel• France• Norway
– Negotiations Strategies
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Personal Selling (cont’d)
• Local Selling Using a Single-Country Sales Force – Role of Local Sales Force and Control– Local Sales Job– Foreign Sales Practices– Recruiting– Compensation– Alternatives to Local Sales Force
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Business-to-Business Selling
• Global Trade Fairs
• Selling Through a Bidding Process
• Consortium Selling
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Global Account Management
• Traditionally, Performed on a Country-by-Country Basis
• Emerging Trend Toward Global Account Management
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Other Forms of Marketing Communications
• Sales Promotion
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Other Forms of Marketing Communications (cont’d)
• Sports Promotions and Sponsorships
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Direct Marketing
• Direct Mail
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Direct Marketing (cont’d)
• Door-to-Door Sales
• Telemarketing
• Global Marketing via Internet and World Wide Web