Welcome to class of Integrated Communications by Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg Canada s. singh@uwinnipeg. ca http: //abem. uwinnipeg. ca www. abem. ca/conference
Integrated Communications • • • International Communications Process Advertising Planning World’s Top 10 Advertising and Marketing Agencies Personal Selling – – Ethnocentric Polycentric Regiocentric Geocentric • Personal Selling – Other Factors • How IBM pays to Sales Executives Worldwide • Relationship Marketing
International Communication Process
Advertising • Establish Brand and/or Improve Image – Russian Airline – Brand image may Toyota/Parker/Escorts not be consistent across countries • Product Features/Cultural Barriers – Can products are not perceived as healthy products – Different message in different country – Bicycle recreational in Canada vs. transport in Holland/China • Languages/Dialects – 200 in India, 30 in Arab, 50 in Israel • Media Limitations – So many per year, no programming during working hours • Creativity – Respect culture, poor quality magazine but high circulation – Adjust media, billboard may be cost-effective, no printing required • Legal Constraints – Ban on certain products– drugs, liquors, tobacco
Advertising Planning • Availability – Too few or too many – CCTV in China • Coverage, media appropriateness – Media may be political; need different media to gain wider coverage, video vans, putting ads on cement-mixer, boats… • Costs – Do negotiate; it is subject to negotiations; depends on your bargain ability. Cost of coverage varies e. g. Belgium $1. 5/customer vs. $6 Italy • Newspaper – Difficult to get space Time magazine, Asahi Japan; possible to buy editorial space in some countries, contextual priming effect • Magazine – No space. Accept twice as many advertisements, then select half by raffle – Foreign edition of home magazine may be useful – 10% of space can only be allocated, 5% of time -- Vietnam • Radio and TV – People are obsessed with TV. Check for restrictions • Other Media – Advertisements on car ($250/month in Spain) to sever as moving billboards – Drivers must show their usual driving pattern and routes
The World’s Top Advertising and Marketing Agencies ($ millions)
Personal Selling • Ethnocentric – Everywhere the same sales force as at home • Polycentric – Separate and distinct I. e. local sales force for each foreign market • Regiocentric – Separate and distinct sales force for each region – group of similar countries • Geocentric – One sales force for all countries worldwide
How IBM Pays to Sales Executives Worldwide
Personal Selling -- Other Factors • Identify Decision Maker – Individual, group, top-boss, by vote… • Continue Negotiations after Deal is Closed – Signing a contract is just a beginning; work together to fix problems and build relationship…Chinese managers – Do not switch managers in the middle of negotiations • Forge Friendship – Columbia, Scotland, South Asian countries • Be Evidence-Based – Data and empirical evidence that supports your sales propositions. No need for flashy brochures…, German managers. • Learn to Relax – Casual about time and punctuality… Indians, Pakistanis • Establish Credibility – First meeting is just a formality. Next meeting is about your credibility, then sales talks…Russians • Your Status – Your business card must indicate your title … South Korea, India
Relationship Marketing • Do not end business after a deal is made • Build long-term relationship with buyers – Customer loyalty program – Periodic telephone calls enquiring about product performance – If anything we can do for you • Relationship building is important – Large cultural distance between buyer and seller – Collective versus individualistic society • In Collective Society, business is small part of life • Relationship is everything • So, slow down and build trust
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