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 Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-6 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
Marketing Communications Strategy Steps in Step 1 Formulating Assess Marketing Com munications Opportunities Marketing Communications Step 2 Analyze Marketing Com munications Resources Strategy Step 3 Set Marketing Com munications Objectives Step 4 Develop and Evaluate Alternative Strate gies Step 5 Assign Specific Marketing Com munications Tasks Source: Framework adapted from Wayne DeLozier, The Marketing Copyright 2001 by Harcourt, Inc. All rights reserved Communication Process(New York: McGraw-Hill, 1976), 272. 12-7
Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-7 Marketing Communications Strategy Steps in Formulating Marketing Communications Strategy Step 5 Assign Specific M arketing Communications Tasks Step 4 Develop and Evaluate Alternative Strategies Step 3 Set Marketing Communications Objectives Step 2 Analyze M arketing Communications Resources Step 1 Assess Marketing Communications Opportunities Source: Framework adapted from Wayne DeLozier, The Marketing Communication Process (New York: McGraw-Hill, 1976), 272
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 Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-8 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 Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-9 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 and trade journals Broad-based media Business Week. The Wall Street Journal Horizontal media focus on a particular marketing task (Purchasing World) Vertical media focus on a particular market or industry (Trucker World) Directories and data services Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-10 Communications Tools The choice of media is governed by the appropriateness media’s target audience and its efficiency in reaching that audience Business and trade journals • Broad-based media – Business Week, The Wall Street Journal • Horizontal media – focus on a particular marketing task (Purchasing World) • Vertical media – focus on a particular market or industry (Trucker World) • Directories and data services