When Cultures Collide The Challenges Of Global Integration

6237 words - 25 pages

COMMUNICATION DECISIONS(promotion strategies)İçindekiler22. Introduction 33. International Communication Decisions 33.1. International Communication Process 33.1.1. Seller/Buyer Initiative Shift 33.1.2. Elements of Internatonal Communication Process 33.1.3. Communication Barriers 83.2. Communication Tools 83.2.1. One-way Communication Tools 143.2.2. Two-way Communication Tools 173.2.3. Online Communication Tools 204. Kaynakça IntroductionCommunication is the final decision to be made about the global marketing programme. The role of communication in global marketing is similar to that in domestic operations: to communicate with customers so as to provide information that buyer need to make purchasing decisions. Although the communication mix carries information of interest to the customer, in the end of it is designed to persuade the customer to buy a product at present or in the future.To communicate with and influence the customers several tools are available. Advertising is usually the most visible component of the promotion mix, but personal selling, exhibitions, sales promotions, publicity and direct marketing.One important consideration is whether to standardize worldwide or to adapt the promotion mix to the environment of each country.International Communication DecisionsInternational Communication ProcessIn considering the communication process we normally think about a manufacturer (sender) transmitting a message through any form of media to an identifiable target segment audience. Here the seller is the initiator of the communication process. However, if the seller and the buyer have already established a relationship it is likely that the initiative in the communication in the communication process will come from the buyer. If the buyer has a positive post-purchase experience with a given offering in one period of time this may dispose the buyer to rebuy on later occasions: that is, take initiatives in the form of making enquiries or placing orders.Seller/Buyer Initiative ShiftThe likely development of the split between total sales volume attributable to buyer and seller initiatives is the relative share of sales volume attributable to buyer initiative will tend to increase over time. Present and future buyer initiatives are a function of all aspects of a firm's past experience: that is, the extent, nature and timing of seller initiative, the competitiveness of offerings, post-purchase experience, the relationships developed with buyer as well as the way in which buyer initiative has been dealt with.Elements of Internatonal Communication ProcessTo communicate in an effective way the sender needs to have a clear understanding of the purpose of the message, the audience to be reached and how this audience will interpret and respond to the message. However, sometimes the audience cannot hear clearly what the sender is trying to say about its product because of the noise of rival manufacturers.Communication...

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