Communication and International Marketing

1. CommunicationandInternational Marketing Antonio M. SEOU Gostivar Sep 2012

2. What makes a good communicator? • Not being afraid of making mistakes I think that making mistakes is natural. Nobody can do things without making a mistake. In my opinion making mistakes is good in communication, because we can learn from where we do mistakes and fix it. I do mistakes rarely but I always find a way to explain better and hide my mistake. Also I think that being a good listener is one of the most important things in communication. We should listen to the people and while they are telling us something or when we discus about something, we should let the person first to finish the sentence or thought then we can reply or talk.

3. Internal Communication • Communication problems: High technology; information overload - 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. - They had language and geographical difficulties, huge amounts of paperwork and great difficulty tracking and monitoring jobs. - They installed an automated system so that data was only entered once but could be accessed by everyone in the company. - People use the “reply all” button so e-mail goes to all people who don’t need it as well as those who do.

4. Case Study, writing an e-mail, HCPS To: HCPS From: Antonio Manasievski Subject: Company Problems and Solutions Date: September 30 Dear President My name is Antonio Manasievski, I’ve considered your problems and I think I have solutions for those problems, may I introduce you my solutions: 1. The huge number of e-mails: A new person should be hired to check the e-mails from the overseas customers and staff should check their e-mails at fixed times throughout the day. 2. No staff-longue: The staff-longue should be reopened because that is a good place where the staff can meet, exchange ideas, solving problems etc. 3. Bad organization: The staff should be informed on time about the reorganization and the changes in the company.

5. Discussing global brands A. Think of one brand in each of these categories which is marketed internationally. Food Drink Electrical equipment Clothing Construction - Food: Milka chocolate - Drink: Coca-Cola - Electrical equipment: Sony - Clothing: D & G - Construction: ABB B. Discuss these questions. • What are the advantages for a company of expanding beyond its domestic market? • What kinds of problems do companies face when they go international? • What methods can companies use to enter overseas markets? - 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. - Researching customers and markets abroad, Research product and packaging changes for export, Carrying out and commissioning research on overseas markets, Build a marketing plan for overseas markets, Opening operations in overseas markets, Finding and contracting with overseas agents and distributors

6. Coffee Culture A. Answer these questions. • Which hot drinks are popular in your country? -Coffee, tea, cacao, hot milk, hot chocolate. • What is your favourite hot drink? -My favourite hot drinks are hot chocolate and cacao. • Which five words do you associate with coffee? -Cold, hot, Brazil, aroma, Ethiopia… B. Read the article quickly and identify the country or countries where the statement is true. Argentina Peru Chile Brazil Columbia Venezuela Mexico US • People in this country would rather drink tea than coffee. - Chile • People in this country would rather drink instant coffee. – Chile • In this country coffee is usually free after dinner restaurants. – Brazil • In this country people drink 345 cups of coffee a year. – US • In this country people drink 4kg of whole or ground coffee beans per year. – Argentina and Peru C. Answer these questions. • Where and when did Starbucks begins?- Pike Place Market, Seattle in 1971. • How many stores does it own in a) North America? b) rherest of the world? - a) 3,907 b) 437 • How many stores does it allow others to operate in a) North America b) the rest of the world? - a) 1,378 b) 1,180 • Which overseas market did Starbucks enter first? - Japan • In what sort of places can you find Starbucks sales-points? - Airline offices, sports stadiums, hotels, bookshops • According to the article what four problems has Starbucks had? - Home market saturation, bad experience in Japan, opposition from anti-globalization movement.

7. Brainstorming • Brainstorming is a useful way of generating creative ideas in meetings. Decide which tips below are good advice and which ones you disagree with. Then compare your answers with a partner. • 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. • Avoid criticising or judging ideas during the session. • Encourage ideas, however unusual they may be. • Don’t interrupt when people offering suggestions. • Make sure everyone keeps to the point. • Don’t spend time on details. - Yes, but sometimes it is good to be vague about the purpose of the meeting, so that participants don’t look immediately at the specific solution. This will keep the discussion more open-ended and throw up ideas that otherwise might not have occurred. - Theoretically, no. the idea is to get everyone involved as equal. But people in some cultures would always expect the most senior to speak first, whatever the type of meeting. - Probably a good idea. - This should be on e of the main features of brainstorming, but sessions where this actually happens must be rare. - In theory, yes, but extremely bizarre suggestions would probably be seen as such. - Easier said than done, but it’s probably more acceptable to interrupt in brainstorming than other type of session. - Theoretically, the speculation should be as wide-ranging as possible, but most participants would probably set limits as to what is relevant. - Probably a good idea. Details can come later in developing particular ideas.