《I-Marketing》 南京大学IMCH12.ppt

INTERNATIONAL MARKETING 6e International Communications 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 misevaluation ? The Marketing Communication Process 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 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. Communications Tools The choice of media is governed by the appropriateness media’s target audience and its efficiency in reaching that audience Business