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Welcome to class of Integrated Communications by Dr. Satyendra Singh Professor, Marketing and International Welcome to class of Integrated Communications by Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg Canada s. [email protected] ca http: //abem. uwinnipeg. ca www. abem. ca/conference

Integrated Communications • • • International Communications Process Advertising Planning World’s Top 10 Advertising 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 International Communication Process

Advertising • Establish Brand and/or Improve Image – Russian Airline – Brand image may 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 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) The World’s Top Advertising and Marketing Agencies ($ millions)

Personal Selling • Ethnocentric – Everywhere the same sales force as at home • 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 How IBM Pays to Sales Executives Worldwide

Personal Selling -- Other Factors • Identify Decision Maker – Individual, group, top-boss, by 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 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