Chapter Eleven Global Communications Strategies

3,465 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
3,465
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
65
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 6
  • Chapter Eleven Global Communications Strategies

    1. 1. Chapter Eleven Global Communications Strategies
    2. 2. The Single-Country Communications Process <ul><li>Generalized Single-Country Communications Process </li></ul><ul><ul><li>Barriers Include: </li></ul></ul><ul><ul><ul><li>Source Effect </li></ul></ul></ul><ul><ul><ul><li>Level of Noise </li></ul></ul></ul><ul><ul><ul><li>Perceptional Filter </li></ul></ul></ul>
    3. 3. The Multicountry Communications Process Figure 11.1: Barriers in the Multicountry Communications Process
    4. 4. Global Communications Strategies Figure 11.2: Global Promotion Strategies
    5. 5. Global Communications Strategies (cont’d) <ul><li>Push-Oriented Strategy </li></ul><ul><li>Pull-Oriented Strategy </li></ul><ul><li>Push Versus Pull Strategies </li></ul>
    6. 6. Personal Selling <ul><li>Defined </li></ul><ul><li>Global Selling Through a Multicountry Sales Force </li></ul><ul><ul><li>Purchasing Behavior </li></ul></ul><ul><ul><li>Buying Criteria </li></ul></ul><ul><ul><li>Language </li></ul></ul><ul><ul><li>Business Etiquette </li></ul></ul><ul><ul><ul><li>Kuwait </li></ul></ul></ul><ul><ul><ul><li>China </li></ul></ul></ul><ul><ul><ul><li>Israel </li></ul></ul></ul><ul><ul><ul><li>France </li></ul></ul></ul><ul><ul><ul><li>Norway </li></ul></ul></ul><ul><ul><li>Negotiations Strategies </li></ul></ul>
    7. 7. Personal Selling (cont’d) <ul><li>Local Selling Using a Single-Country Sales Force </li></ul><ul><ul><li>Role of Local Sales Force and Control </li></ul></ul><ul><ul><li>Local Sales Job </li></ul></ul><ul><ul><li>Foreign Sales Practices </li></ul></ul><ul><ul><li>Recruiting </li></ul></ul><ul><ul><li>Compensation </li></ul></ul><ul><ul><li>Alternatives to Local Sales Force </li></ul></ul>
    8. 8. Business-to-Business Selling <ul><li>Global Trade Fairs </li></ul><ul><li>Selling Through a Bidding Process </li></ul><ul><li>Consortium Selling </li></ul>
    9. 9. Global Account Management <ul><li>Traditionally, Performed on a Country-by-Country Basis </li></ul><ul><li>Emerging Trend Toward Global Account Management </li></ul>
    10. 10. Other Forms of Marketing Communications <ul><li>Sales Promotion </li></ul>
    11. 13. Other Forms of Marketing Communications (cont’d) <ul><li>Sports Promotions and Sponsorships </li></ul>
    12. 14. Direct Marketing <ul><li>Direct Mail </li></ul>
    13. 16. Direct Marketing (cont’d) <ul><li>Door-to-Door Sales </li></ul><ul><li>Telemarketing </li></ul><ul><li>Global Marketing via Internet and World Wide Web </li></ul>

    ×