CommunicationandInternational Marketing

What makes a good communicator?There are many characteristics that make

someone a good communicator. Most importantly you need to be able to

listen. An important part of being a good

communicator (especially if you are at all shy) is to remain relaxed, open and confident.

A good communicator has the ability to convey easily what they want to tell someone. Also the eye contact is important, as well as body language, gestures, the speed and pitch of your voice.

Internal Communication

Communication problems are: Senior managers hide behind their

computers. Staff use voice mail to screen calls. Employees sitting next to each other

send e-mails rather than speak to each other.

Communication problems

High Tech Information overload

Common loyalties

Consequences1)Senior managers hide behind their computers2) Staff use voice mail

to screen calls3)Employees sitting

next to each other will send e-mail rather than

speak

Consequences

4)People stop listening

Consequence

s

5) Extending questions of

safety

Dealing with Communication Breakdown

Communication problems

Possible solution

Immediately

In the near future

Later

Spending all day checking e-mail

Open a separate e-mail for the colleagues

*Unnecessarily getting rid of the staff lounge after the takeover

Reopening the staff lounge *

Middle managers are really confused about who they should report to

Informing the stuff about reorganization *

Department heads complain the can’t get a quick answer when they want to spend

Informing the department heads, who should they ask for permission

*

Case Study, writing an e-mail, HCPS HCPS-Communication problems

E-mail reply to HCPS for their problems To...Susan WestbrookFrom...Elena Miskoska Subject: Communication problems Date: 16.09.2012

We have learn about your problems and we came to this conclusions:1) Huge numbers of e-mails by colleagues and customers. *solution: Open a separate e-mail for colleagues (immediately) -Very low investment 2) Staff don't have a place to eat, don't know each other.*solution: Reopen the staff lounge (near future)-Some investment 3) Middle manager don't know who to report to.*solution: inform the stuff about the reorganization (immediately)-Very low investment 4) Late answers. No information about the reorganization.*solution: Inform the stuff about the reorganization (immediately)-Very low investmentWe hope this solutions will help you.Best wishesElena Miskoska-Product Manager 

Discussing global brands Food – McDonald’s

Drink – Coca-cola

Electrical equipment – Samsung

Clothing – Marchesa

Construction- Bechtel

Advantages include being able to buy raw materials in large quantities at lower prices, and being able to spread administrative and other costs over a larger number of products sold.

Problems may include not understanding local tastes and habits, and not understanding the structure of local distribution networks.

Coffee culturea) In my country the traditional Turkish coffee, Nescafe,

Tea are most popular. My favorite hot drink is Nescafe. Black, friends, coffee shop, Brazil associate with the

meaning of the word coffee.

B) People in Chile would rather drink tea than coffee. People in Chile would rather drink instant coffee. In Brazil coffee is usually free after dinner in

restaurants. In US people drink 345 cups of coffee a year. In Argentina people drink 4kg of whole or ground

coffee beans per year.

C)1. Pike Place Market, Seattle in 1971.2. a) 3,907 b) 4373. a) 1,378 b) 1,1804. Japan5. airline offices, sports stadiums, hotels,

bookshops6. Home market saturation, bad experience in

Japan, security problems in Israel, opposition from anti- globalization movement.

StarbucksStarbucks is the

largest coffeehouse company in the world, with 19,972 stores in 60 countries, including 12,937 in the United States, 1,273 in Canada, 971 in Japan, 790 in Great Britain, 657 in China, 453 in South Korea, 356 in Mexico and 276 in Taiwan.

If your coffee isn’t perfect, well make

it over. If it’s still not perfect make

sure your in a STURBUCKS!

It’s not just coffee it’s STURBUCKS!

B)

1. Marketing campaign / budget / leader / strategy

2. Market research / survey/ check / sector

3. Product market/ range/ features/ manager

4. Advertising campaign/ exchange/ agency/ slogan

5. Brand awareness/ loyalty/ image/ contract

6. Sales figures/ conditions/ forecast/ targets

7. Price 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 Don’t interrupt when people are offering

suggestions Make sure everyone keeps to the point

I disagree with: Avoid criticizing or judging ideas during the session Encourage ideas, however unusual they may be Don’t spend time on the details

Formal e-mail: Creating a global brand from a sports drink (Zumo)

To: the Director of Zumospa

From: the Marketing Manager of Zumospa

Subject: Key ideas which came out of the brainstorming session

Dear director..

I want to inform you about the key ideas which came out of the brainstorming session that I attended.

Zumo don’t need new name because this name is unique and famous.

Introducing new Zumo varieties for different market segments such as Diet Zumo..for me this is great idea

The price must be medium range…not to expensive, everyone should buy it.

For the next Olympic Games Zumo can be official sponsor this will be the best way to advertise the product to the whole world.

I’ll hope this ideas will help you.

Best wishes, Elena