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


The Multicountry Communications Process

Figure 11.1: Barriers in the Multicountry Communications Process


Figure 11.2: Global Promotion Strategies

Global Communications Strategies


Global Communications Strategies (cont’d)

• Push-Oriented Strategy

• Pull-Oriented Strategy

• Push Versus Pull Strategies


Personal Selling

• Defined• Global Selling Through a Multicountry Sales Force

– Purchasing Behavior– Buying Criteria– Language– Business Etiquette

• Kuwait• China • Israel• France• Norway

– Negotiations Strategies


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


Business-to-Business Selling

• Global Trade Fairs

• Selling Through a Bidding Process

• Consortium Selling


Global Account Management

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

• Emerging Trend Toward Global Account Management


Other Forms of Marketing Communications

• Sales Promotion




Other Forms of Marketing Communications (cont’d)

• Sports Promotions and Sponsorships


Direct Marketing

• Direct Mail



Direct Marketing (cont’d)

• Door-to-Door Sales

• Telemarketing

• Global Marketing via Internet and World Wide Web

Chapter Eleven Global Communications Strategies

Documents

global selling

multicountry sales force

global promotion strategies

global account management

global trade fairs

direct marketing direct

bidding process consortium

country basis emerging