Chapter Eleven Global Communications Strategies

Chapter Eleven

Global Communications

Strategies

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The Single-Country Communications Process

• Generalized Single-Country Communications Process– Barriers Include:

• Source Effect• Level of Noise• Perceptional Filter

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The Multicountry Communications Process

Figure 11.1: Barriers in the Multicountry Communications Process

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Figure 11.2: Global Promotion Strategies

Global Communications Strategies

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Global Communications Strategies (cont’d)

• Push-Oriented Strategy

• Pull-Oriented Strategy

• Push Versus Pull Strategies

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Personal Selling

• Defined• Global Selling Through a Multicountry Sales Force

– Purchasing Behavior– Buying Criteria– Language– Business Etiquette

• Kuwait• China • Israel• France• Norway

– Negotiations Strategies

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Personal Selling (cont’d)

• Local Selling Using a Single-Country Sales Force – Role of Local Sales Force and Control– Local Sales Job– Foreign Sales Practices– Recruiting– Compensation– Alternatives to Local Sales Force

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Business-to-Business Selling

• Global Trade Fairs

• Selling Through a Bidding Process

• Consortium Selling

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Global Account Management

• Traditionally, Performed on a Country-by-Country Basis

• Emerging Trend Toward Global Account Management

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Other Forms of Marketing Communications

• Sales Promotion

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Other Forms of Marketing Communications (cont’d)

• Sports Promotions and Sponsorships

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Direct Marketing

• Direct Mail

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Direct Marketing (cont’d)

• Door-to-Door Sales

• Telemarketing

• Global Marketing via Internet and World Wide Web