Global Marketing Decisions – Assignment

Prior to beginning work on this discussion, review Chapter 13: Global Marketing Communications Decision I, and The Toyota Recall Crisis: Media Impact on Toyota’s Corporate Brand Reputation article.The promotion (P) of the marketing mix includes advertising, public relations, sales promotion, personal selling, and direct marketing. When a company embraces integrated marketing communications, it recognizes that the various elements of a company’s communication strategy must be carefully coordinated.Advertising:Determine four major difficulties that can compromise an organization’s attempt to communicate with customers in any location. Provide examples. Public Relations:Public Relations (PR) “is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Review the Toyota Crisis article carefully and search the web for more information needed to understand their case of PR.Explain the issues that can arise in different country markets when marketers decide to implement a global sales promotion strategy. Differentiate between personal selling and direct marketing. Your initial discussion post should be 250 words. Cite your textbook and any other sources used to support your ideas. You may refer to University of Arizona Global Campus Writing Center’s APA Style resource.

Advertising

Determine four major difficulties that can compromise an organization’s attempt to communicate with customers in any location. Provide examples.

• The intended recipient may fail to receive the message: For example, if the advertiser lacks knowledge about the appropriate media to reach elderly audiences.
• The message may get to the recipient but may not be understood: This can happen if there is an inadequate understanding of the target audience’s lack of sophistication or improper encoding. For example, using slang in advertisements may not be understood by the elderly.
• The message may get to the recipient but fail to compel them to act. It could happen when the advertiser lacks cultural knowledge about the target audience. For example, marketing a skin-whitening product to Asians or African Americans may not be so effective because it may seem like devaluing their brown or black skin color.
• The target audience may get the message, but its effectiveness gets impaired by noise which takes the form of an external influence at the recipient’s end that distracts the communication’s effectiveness. For example, too many images or too much text on a print advertisement may cause the target audience to forget the message.

Public Relations

Explain the issues that can arise in different country markets when marketers decide to implement a global sales promotion strategy

• Cultural differences. Many companies believe they can enter a new market by following the same strategy that brought domestic success. While consistency is crucial for brands, different markets favor different sales and marketing approaches (Kelly, 2015).
• Disallowing the overseas team to lead the way in developing a marketing strategy.
• Language barrier: The issue of language could be critical, especially in marketing campaigns. An ad made in English may not be effective in a Spanish-speaking nation.
• Laws and regulations: Different countries have unique laws on sales promotion. Some advertisements may be illegal in some countries.
• Social status of the local people: countries differ in terms of social status or income hence the need to create a strategy that matches everyone’s level.

Differentiate between personal selling and direct marketing.

The main difference between personal selling and direct marketing is that in personal selling, communication is two-way, allowing immediate feedback and evaluation of transmitted messages (Copley, 2007). In personal selling, the message can get tailored to the consumer’s individual needs, and the seller can provide more explanations quickly to overcome objections.

While personal selling seeks to reach new customers, direct marketing focuses mainly on current customers through mail and other media. It prioritizes identification and qualification of prospects, the attraction of these prospects to the brand, and the conversion and retention of the prospects (Copley, 2007, p. 205). Personal selling is preferred when the company needs to convince or enlighten potential customers about their products. Direct marketing is favored for products that don’t have unique features that potential customers may need clarification.

References

Copley, P. (2007). Marketing communications management. Routledge.

Kelly, N. (2015, September 7). The most common mistakes companies make with global marketing. Harvard Business Review. https://hbr.org/2015/09/the-most-common-mistakes-companies-make-with-global-marketing