GLOBAL MARKETING COMMUNICATIONelearning.kocw.net/KOCW/document/2015/wonkwang/juninwoo/08.pdf · Form of Business Letter 5. Effective Business Writing 6. Tips for Effective Business

INTERNATIONAL MARKETING

WONKWANG UNIVERSITY

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Professor In Woo Jun / Bcom, MBA, Ph.D.2015

GLOBAL MARKETINGCOMMUNICATION

I. GLOBAL MARKETING COMMUNICATION 1. The Importance of Global Communication 2. Global Communication Barriers 3. Factors Preventing Global Communication

II. EFFECTIVE GLOBAL COMMUNICATION 1. Effective Global Communication 2. Component of Successful Global Communication

III. GLOBAL PROMOTION : ADVERTISING, SALES PROMOTION & PUBLIC RELATIONS

1. Global Promotion2. Advertising 3. Personal Selling 4. Sales Promotion5. Public Relations

CONTENTS

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IV. BUSINESS LETTER & GLOBAL COMMUNICATION 1. What is Business Letter? 2. The Principle of 5Cs3. Elements of Business Letter4. Form of Business Letter5. Effective Business Writing6. Tips for Effective Business Writing 7. Useful Expression

CONTENTS

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1. The Importance of Global Communication

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GLOBAL MARKETING COMMUNICATION

Communication is a major part of international marketing activities.

International Communication : It is cross-cultural communication that is communication between a person in one culture and a person in another culture.

Miscommunication between Sellers and Buyers hinders effective promotion, advertisement and marketing activities.

2. Global Communication Barriers

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The typical communication barriers in global marketing/business are as follows ;

Message sent by Exporter

Message receipt by Importer

Communication Barriers

- Language differences- Cultural differences- Communication style

Understanding Difference(Perception Gap)

Source : Redesigned by In Woo Jun (2014) based on Albaum, et al (2002), “International Marketing & Export Management”, Prentice Hall, p. 511.


3. Factors Preventing Global Communication

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In general, there are two factors that prevent globally harmonized marketing communications; 1) Market differences, and 2) Consumer differences

1. Economic factors - The state of nation’s economy plays a fundamental role in global communications.

2. Media environment - Although global media exist, all markets have local media landscapes.

3. Advertising regulations

- Sometimes advertising regulation prohibits advertising to certain target groups or products (e.g. to children in Sweden, or cigarettes in many countries)

[ Market Differences ]


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1. Communicationsyntax

- Each country has social habits or values that influence the expression of emotions, gestures, facial expression, body languages, and even verbal communications.

2. Culture and sub-culture

- Each nation’s cultural heritage, values, and habits influence people’s perceptions and reactions

3. Experience with brand - How consumers behave, use, consume and interact with the brand may differ, based on their level of experience of the brand.

[ Consumer Differences]


1. Effective Global Communication

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EFFECTIVE GLOBAL COMMUNICATION

Communication is vital to every company’s success.

Effective communication strengthens the connection between a company and all of its stakeholder, those groups affected in some way by the company’s actions: customers, employees, shareholders, suppliers, and the community.

2. Components of Successful Global Communication

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EFFECTIVE GLOBAL COMMUNICATION

Source : Bovee, C, L., and Thill, J. V. (2008), “Business Communication Toady”, Pearson Education, p. 75

[ Components of Successful Intercultural Communication ]

Effective Global Communication

Enhance Sensitivity to Cultural Diversity

Improve Intercultural Communication Skills

Respect Others’ Culture

Recognize Cultural Variations

Study Other Cultures & Languages Listen

Carefully

Write & Speak ClearlyHelp Others Adapt

to Your Culture

1. Global Promotion

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GLOBAL PROMOTION ADVERTISING, SALES PROMOTION & PUBLIC RELATIONS

Global promotion is one of the effective ways of global communications with prospective consumers.

Global marketing promotion takes various forms ; - Advertising - Personal selling - Sales promotion - Public relations

2. Advertising

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Advertising is one of the effective ways of global communications.

Advertising is defined as any paid message placed in media.

Global advertising is the use of the same advertising appeals, messages, art copy, and stories in multiple country markets.

The purpose of advertising : It should catch the consumer’s attention and deliver the message that will enable the consumer to remember and identify with both the message and the brand.


2.1) The Development of Advertising Plan

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When developing advertising plan, the following factors should be considered ; Positioning, Appeal, Format, Tone and Music.

Factor ContentPositioning - What is our objectives of advertisement?

- What does the product do, for whom, and in where?- Normally, there are 5 types of positioning that an

advertiser can adopt. (See next slide) Appeal - Any message designed to motivate the consumer to

purchase. - What is motivation that have consumers buy? - How to appeal so that consumers can buy.

[ Factors to be Considered in Global Advertising ]

Source : Lee, K., and Carter S. (2009), “Global Marketing Management”, Oxford University Press, 350~357.


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Factor Content

Format - How an advertisement is presented, structured, and delivered?

- Forms of format : Slice of life, little story around products, testimonials by experts or famous people, use of animals, cartoon, etc.

Tone - How an advertisement is said? - Forms of tone : The use of humor, argumentative/narrative,

competitive/non-competitive, hard-sell/soft-sellMusic - Music is an important tool that often transmits messages

and emotions better than words.- The use of music enables the advertiser to avoid problems

in language translation.

[ Factors to be Considered in Global Advertising ]

Source : Lee, K., and Carter S. (2009), “Global Marketing Management”, Oxford University Press, 350~357.


2.2) Types of Advertisement Positioning

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a) The 100% Informational Positioning

- The ad. includes only information about the product or its use.

b) The 100% Emotional Positioning

- The ad. aims to associate emotions to the product.

When determining advertisement positioning, two elements can normally be used ; informational (functional) element, and emotional element.


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c) The 50/50 Informational and Emotional Positioning

- The ad. includes information as well as emotions.

d) The 75% Informational and 25% Emotional Positioning

- The ad. provides mainly information about the product, but is supported by strong emotions.

e) The 75% Emotional and 25% Informational Positioning

- This ad. is used to convey mainly emotion, but some information is included.


3. Personal Selling

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Personal selling is person-to-person communication between a company representative and a prospective buyer.

The salesperson’s role is to understand the buyer’s needs correctly, attach those needs to the company’s product and then persuade the buyer to buy.

The typical process of personal selling is divided into several stages as follows ;

Prospecting Pre-approach Problem solving Approaching Presenting Handling objections Selling Closing the sale Follow-up


4. Sales Promotion

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Sales promotion can be defined as the marketing activities that stimulate consumer purchases, such as displays, shows , exhibitions, demonstrations and various selling efforts.

Sales promotion includes all sales activities that supplement and strengthen personal selling and advertising.

The main objectives of sales promotion are ; - To encourage customers to product trials,- To encourage repeat purchase.


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There are several types of sales promotion materials designed for prospect customers.

- Product catalogs/brochure - Samples- Company-published magazine- Films, slides, and PC (e.g. Power-point presentation) - Trade fairs and exhibition


5. Public Relations

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Public relations is the marketing communication function that designed to earn public understandings, opinions, and attitudes toward the organization, and its products or brands.

As a part of PR activities, many companies use ‘Corporate Advertising’ that is normally divided into two types ;

- Image advertising : It enhances the public’s general perception of a company. (e.g. Daimler AG)

- Advocacy advertising : A company presents its point of view on a particular issue in order to obtain consumers’ support and protection.

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[ Daimler AG’s Image Advertising PR ]

Source : Keegan, W. J., and Green, M. C. (2013), “Global Marketing”, Global Edition, Pearson, p. 426.

Daimler AG is one of the world’s leading manufacturers of diesel automobiles.

This PR is about the company’s ongoing efforts to make more eco-friendly diesel cars.

1. What is Business Letter?

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BUSINESS LETTER & GLOBAL COMMUNICATION

2. The Principle of 5Cs

- Clearness- Conciseness- Correctness- Courtesy- Character

Business Letter is one of the most useful and frequently used communication tools in global marketing & business.

The scope of business letter includes all written messages that are used in transacting business.

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Core Element • Letterhead• Date• Inside Address• Salutation• Body of the Letter• Complimentary Close• Signature

SupplementaryElement

• Reference Number, Attention, Letter Subject, Identification Marks, Enclosure Notations, Carbon Copy Notations, and Postscripts

3. Elements of Business Letter


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4. Form of Business Letter


5. Effective Business Writing

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Planning

1) Analyze the situation

2) Gather information

3) Organize the information

[ The Three-step Writing Process ]

Writing

1) Adapt to your customer

2) Compose the message

Completing

1) Revise the message

2) Proofread the message

3) Send the message

Source : Bovee, C, L., and Thill, J. V. (2008), “Business Communication Toady”, Pearson Education, pp. 88~149.


6. Tips for Effective Business Writing

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[ Nine Tips for Effective Business Writing ] 1. Outline what you want to convey in your letter before you start writing.2. Once you have decided on your main topic, stick to it.3. Use numbered lists to help readers and make it easier to understand.4. Start off lively. Don’t bore readers with the first sentence. 5. Don’t make any promises you can’t fulfill for time, service, products or

anything else. 6. Check your fact, check your spelling, and then recheck everything. 7. Have someone read your letter. 8. Personally sign the letter if possible.9. Lastly, send the letter to the right person.

Source : Kimball, C., and Gelder, J. V. (2007), “Ultimate Book of Business Letter”, Entrepreneur Media Inc. p. 8.


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7. Useful Expression

1) Introduction

- It is our pleasure to introduce ourselves as an exporter of TV.

- We are one of the leading companies in the filed of trading industry in Korea.

- Through the courtesy of the Chamber of Commerce, we have acquired your name.

- Your name was given us by the Chamber of Commerce.

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2) Credit Standing/Credit Status

- Regarding ABC Corporation’s Credit Standing, please ask to XYZ bank London branch.

3) Business Proposal

- As we are interested in opening our business in your country, we hereby send our business proposal to you.

4) Financial Status/Financial Standing

- As we are about to conclude some important business with ABC Corporation, we would like to know their financial status at this moment.


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5) Opening Business Account

- We would like to enter into business relations with your company in order not only to expand our business area, but also to create mutual benefits between our two firms.

- Our company wishes to open an account with ABC in your country.

- ABC Corporation wants to establish business relationship with XYZ for the TV monitor business.


6) Price

- Your price is not competitive in our market. Thus, you are requested to reduce it.

- Your price meets our requirement, because it is very reasonable.

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7) Expression of Pleasure

- We are pleased to inform you that the sample you requested has been sent by DHL today.

- It is our pleasure to say that ~~~~~~~

8) Expression of Regret

- We regret to inform you that the price you offered does not meet in our market.

- We are sorry to say that ~~~~~~~~~~~


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9) Closing

- It would be appreciated if you reply promptly.

- We are looking forward to hearing your quick response (prompt reply).

- We believe that it would be a good opportunity for us to create mutual benefits, and hope to hear your favorable reply.


Documents

GLOBAL MARKETING COMMUNICATIONelearning.kocw.net/KOCW/document/2015/wonkwang/juninwoo/08.pdf · Form of Business Letter 5. Effective Business Writing 6. Tips for Effective Business