国际商务PPT

short distribution channels.
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3.Media Availability
Print media (newspaper and magazines) ,Broadcasting
media (television and radio) , and the Internet.
high • in developing countries, noise levels tend to be
lowerBaidu Nhomakorabea
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Push strategy and pull strategy
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Push strategy and pull strategy:
Firms have to choose between two types of communication strategies
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2. Source and country of origin effects
Source effects occur when the receiver of the message (the potential consumer) evaluates the message on the basis of status or image of the sender.
–for industrial products and/or complex new products
–when distribution channels are short –when few print or electronic media are
available
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• A pull strategy is better
–for consumer goods products –when distribution channels are long –when sufficient print and electronic
media are available to carry the marketing message
• can counter negative source effects by deemphasizing their foreign origins
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“Japan bashing” wave in the early 1990s.
“Golden Arch”
Country of origin effects - the extent to which the place of manufacturing influences product evaluations. Such as Hyundai…… Source effects and country of origin effects are not always negative. Such as French wine , Italian clothes and German luxury cars……
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Some firms standardize parts of a campaign to capture the benefits of global standardization, but customize others to respond to local cultural and legal environments. A firm may select some features to include in all its advertising campaigns and localize other features. By doing so, it may be able to save on some costs and build international brand recognition and yet customize its advertisements to different cultures.
• a push strategy works well for industrial products
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2.Channel length
• A pull strategy works better with long or exclusive distribution channels.
• A push strategy works better with
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Barriers to International Communication
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Barriers to International Communication:
1. Cultural barriers 2. Source and country of origin effects 3. Noise levels
Camay soap
Benetton
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Cultural differences limit a firm’s ability to use the same marketing message and selling approach worldwide. What works well in one country may be offensive in another. Firms need to develop cross-cultural literacy, and use local input when developing marketing messages.
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3. Noise levels
Noise levels - the amount of other messages competing for a potential consumer’s attention , and this is too varies across countries. • in highly developed countries, noise is very
effort to develop a campaign will be more successful than numerous smaller efforts –brand names are global
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Standardized advertising does not make
sense when：
国际商务
International business
Wang Danning 2016011971
1
L03 Communication Strategy
➢ What is communication Strategy ➢ Barriers to international communication ➢ Push strategy and pull strategy ➢ Global advertising
• How a firm communicates with customers depends partly on the choice of channel.
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Communication channels available to a firm include :
✓ Direct selling ✓ Sales promotion ✓ Direct marketing ✓ Advertising
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Should A Firm Use Standardized Advertising?
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Standardized advertising makes sense when：
–it has significant economic advantages –creative talent is scarce and one large
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Global advertising
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Global advertising
Philip Morris’s Marlboro cigarettes
One of the most successful standardized campaign in history was Philip Morris’s promotion of Marlboro cigarettes.
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Which Is Better depends on:
Product Type and Consumer Sophistication
Channel Length
Media Availability
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1. Product Type and Consumer Sophistication
• a pull strategy works well for firms in consumer goods selling to a large market segment
• a pull strategy relies on access to advertising media
• a push strategy may be better when media is not easily available
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What Is The Optimal Mix?
• In general, a push strategy is better
The campaign theme of “Come to where the flavor is: Come to Marlboro country” was a worldwide success. This ad proved successful in almost every major market around the world, and it help propel Marlboro to the top of the world market.
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1. Cultural barriers
It can be difficult to communicate messages across cultures. A message that means one thing in one country may mean something quite different in another.
–cultural differences among nations are significant
–advertising regulations limit standardized advertising
Pull strategy
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“Getting the customer to come to
you”
push strategy
“Taking the product to the customer”
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Management Focus——Unilever
Unilever maintains a substantial presence in many of the world’s poorer nations where lowincome levels, unsophisticated consumers, illiter acy, a fragmented retail distribution system, an d unpaved roads make marketing difficult. Still, the company has managed to succeed thanks t o its efforts to customize its marketing strategy to the local market.
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What is communication
Strategy？
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What is communication strategy？
• Communicating product attributes to prospective customers is a critical element in the marketing mix.