Communication and international marketing

What makes a good communicator? The three most important factors of being a good communicator in my opinion are fluency in the language (because if a person does not speak fluently you cant quite understand him and thats not something a good communicator does), being a good listener (for a good conversation it takes two people, you cant just talk, you should listen to the other people opinions) and a good sense of humor I would say (I choosed this because the good sense of humor can sometimes hide your uncertainty and mistakes in the conversation ). Internal Communication

Communication problems

High tech

Information overload

Common loyalities

1. Senior managers hide behind their computers 2. Staff use voice mail to screen calls 3. Employees sitting next to each other will send e-mail rather than speak

4. People stop listening

5. Extending questions of safety

Words to describe good and bad communicators M.manager: Hello? Is this the number of an overseas agent? O. agent: Yes, I was expecting this call. M. manager: Sorry for interrupting you, but I want to discuss with you the plans for advertising the companys new range, but we have to be quick because my phones battery is low. O. agent: Oh, what a coincidence, mine too. So, lets proceed to work. I have some various ideas for promoting the sales. M. manager: Could you be more specific please? O. agent: Yes, of course. You see, I was thinking of spending a more money on cinema, local radio and television advertising. Also I think we should invite some well known local sportsmen and women to promote the new products in large department stores, exhibit the products at the local airport, rail and bus stations and on local transport vehicles. We should also send mail order publicity to selected house and apartment owners and advertise online, but Im afraid that I dont have experience in this area. And I also expect you to contribute 80.000 of the cost of the advertising and I could contribute 20.000. What are your ideas? M. manager: I must say we have similar ideas. I want you to take out special advertisements for the new products in magazines and newspapers, and do some limited cinema advertising. Also I want you to put additional posters in local stores advertise the products on buses, trams and key outside locations and as for the online advertising I will contact a local marketing consultant, David Habershom. And last I will contribute 60.000 towards the cost and I expect you to contribute 40.000.Do you agree? O. agent: Let me just summarise. You want me to take out special advertisements for the new products in magazines and newspapers, some limited cinema advertising, put additional posters in local stores advertise the products on buses, trams and key outside locations right? M. manager: Correct. O. agent: As for the money I think it is a fair proposition. M. manager: We make a deal then? O. agent: Deal!

Dealing with Communication Breakdown Consultants possible solutions 1. Open a separate e-mail for the colleagues Immediately In the near future Later

Communication problems 1. Spending all day checking and sorting e-mails 2. Unnecessarily getting rid of the staff lounge after the takeover 3. Middle managers are really confused about who they should report to 4. Department heads complain because they cant get a quick answer when they want to spend money

2. Reopening the staff lounge

3. Informing the staff about reorganization

3. Informing the department heads about who should they ask for permission

Case Study, writing an e-mail, HCPS

To Gloria Richter From Gunther Schmidt Subject: Solutions for the communication problems Dear Gloria, I was reading the mail you send me and Im happy to tell you that I solved the problems you mentioned. 1. For the first problem I decided that we should open a separate e-mail for the colleagues and a separate one for the costumers of the company. I think this is a good idea because the staff will be able to sort the importance of the e-mails more easily than they used to. 2. As for the second problem, I think that the best thing we should do is to reopen the staff lounge and whit that help the staff meet each other and exchange ideas. Date: 13.09.2012

I hope that these solutions will help. Best wishes, Gunther.

To Ursula Krieger From Chris Wright Subject: Solutions for the communication problems Dear Ursula, I noticed these problems myself and Im glad you noticed them too and ask me for help. Heres what I think and I hope you will agree with me. I have one solution for the both problems because somehow they are related. I think we should inform about the reorganization the middle managers about who they should report to and do the exactly same thing to the staff of the several department heads about that quick answer they are asking for. Talk to the managers and stuff about this decision and inform me for further issues. Best wishes, Chris

Discussing global brands A) Food McDonalds Drink Coca-cola Electrical equipment Samsung Clothing Louis Vuiton Construction - CNH Global N.V. B) 1. If company is expanding beyond its domestic market it is making the product a global brand, gains more profit and costumers 2. The companies that go international may face many problems such as non-acceptance on the market, high costs and other things. 3. They should previously do a good research of the market to see if the costumers need their product and what they expect from the product as well.

Coffee culture 1. In my country Nescafe and the traditional Turkish coffee are most popular. 2. My favorite hot drink is Nescafe. 3. Brazil, Columbia, Paskalin, Nescafe, Rio associate with the meaning of the word coffee.

B) 1. People in Chile would rather drink tea than coffee. 2. People in Chile would rather drink instant coffee. 3. In Brazil coffee is usually free after dinner in restaurants. 4. In US people drink 345 cups of coffee a year. 5. In Argentina people drink 4kg of whole or ground coffee beans per year.

Starbucks B) 1. Marketing 2. Market 3. Product 4. Advertising 5. Brand 6. Sales 7. Price

campaign / budget / leader / strategy research / survey/ check / sector market/ range/ features/ manager campaign/ exchange/ agency/ slogan awareness/ loyalty/ image/ contract figures/ conditions/ forecast/ targets promotion/ rise/ product/ range

C) 1. Really impressive sales figures 2. New public relations department 3. Highly ambitious market research programme 4. Expanding overseas operations 5. Rapidly improving balance sheet 6. Extremely volatile exchange rate 7. Highly confidential marketing report Brainstorming I agree with: Explain the purpose of the meeting clearly Ask each person to speak in turn, starting with the most senior Announce the time limit for the meeting Dont interrupt when people are offering suggestions Make sure everyone keeps to the point Avoid criticizing or judging ideas during the session Encourage ideas, however unusual they may be

I disagree with:

Dont spend time on the details

Formal e-mail: Creating a global brand from a sports drink (Zumo) E-mail To jasmina.mihajloska@live.com , director of Zumospa From frosina_jak@hotmail.com , marketing manager of Zumospa Subject: Key ideas of the brainstorming session Dear Jasmina, I want to inform you about the key ideas which came out of the brainstorming session I attended. In the session we discussed about the name of our product, Zumo and we came to conclusion that we dont need another name because our product is known by this one very well. My personal opinion is that Zumo is a appropriate name for an energy drink. The second idea we discussed id introducing new Zumo varieties for different market segments such as Diet Zumo and Zumo+ and I think that is a great idea if we want to increase our market I n Europe by making more varieties of our product. Third on our list was the idea of increasing the price of our product from 1 to 1.50 because if we want to increase our profit we need to find a medium range of the price for the global market. And last but not least we choosed to apply to be official sponsor at next Olympic Games because that is the perfect way to advertise our product to the global market. Well these are the ideas we came up to, so Ill wait for your approval. Best wishes, Frosina