INTERNATIONAL COMMUNICATION DECISION PROCESS

1. INTERNATIONAL COMMUNICATION DECISION PROCESS By Elisante Ole Gabriel (Tanzania) Chartered Marketer egabriel@edenconsult.net, www.olegabriel.com +255-784-455-499

2. Key areas to be discussed • Sensitive facets to be taken in to account • The Genesis of communication • The two faces of communication • Which face matters? ‘anything else?’ • Language alone is a chaotic means of communicating (Diffs are Different) • Communication Process Elisante ole Gabriel

3. Key areas to be discussed, Cont... • The role of IT in DSS & Comm Process • The power of culture, does it matter? • The communication systems • The international communication strategies • Communication Objectives • Shared sense of mission (Internationally) • AOB from Participants Elisante ole Gabriel

4. ‘Always mind the Gap’ • International communications we refer to long distances • Loss of communication just by minutes can claim life (Columbia mission, 1 February 2003, 09:00Hrs Florida) Elisante ole Gabriel

5. Facets for International Decision • Nature of the Product • Nature of the Importer/Exporter • Infrastructure compatibility • Technological interchangeability • Access to information • Culture (traditional greetings in Africa) • Forex and currency (Exchange risk) Elisante ole Gabriel

6. Facets for International Decision • Political stability (England Vs Zimbabwe) • Weather • Logistics and channels of distribution • Legal frameworks (EXIM + In-Transit) • Local knowledge of the foreign Market • Language • Competition Elisante ole Gabriel

7. Facets, Cont... • Time zone and differences (11 Hrs DL- US) • Natural calamities (Earthquake, Diseases) • Distance • Ethical forces (Eg. Product liability in drugs • International events (Sept. 11th, War- Iraq) • WHY? CBA? Hence Strategic Decision! • Hint: Be well informed internationally. Elisante ole Gabriel

8. THE GENESIS OF COMMUNICATION • It originates from the latin word ‘communis’ which means ‘commonness’ or ‘oneness’. • The GE engineers took the concept of sending signals to other people who are distant. They then considered that to be communication. • In the same way W. Shram, of the University of Illinois, US developed the conduit metaphor model (1955). Elisante ole Gabriel

9. Communication: Definitions • It is the act of sending information from the mind of one person to the mind of another person (Smith P, R 1999) • ... consciously or unconsciously, influence each other through the use of symbols (Burnett J, 1998) • A social process whereby communicants co-create meaning through interactions (Gabriel E, in progress…2004) Elisante ole Gabriel

10. COMMUNICATION PROCESS • This is the process of sharing some ideas, attitudes and/or information to achieve the intended communication objectives of the communicants. Depending on the nature of the communicants, this process can be at the domestic or international dimension. (eg. International political feelings) Elisante ole Gabriel

11. MARCOMM MESSAGES • They are of two types: • (I) PLANNED: Advertising: Any paid form of communication by an identified sponsor that promotes ideas, goods, or services. Mainly for mass comm. Sales Promotion: Add to the basic value, eg. Coupons, sampling Elisante ole Gabriel

12. MARCOMM MESSAGES, Cnt.. • Public relations: Catch the mind of the public by supporting. • Direct Marketing: Interactive system to allow the customer to access information, purchase the products through the variety of media. Eg. Direct mail, Online Catalogs etc. (PCworld - UK) Elisante ole Gabriel

13. MARCOMM MESSAGES, Cnt.. • Personal Selling: An interpersonal comm with one or more ‘prospective’ buyers for the sake of making sales (You persuade to make him the buyer) • PoP Materials: Attached to the selling process at the point of purchase to attract the attention of a customer (eg Buy two get one free!!!) Elisante ole Gabriel

14. MARCOMM MESSAGES, Cnt.. • Packaging: Silent salesman - The last message to hook. • Sponsorship: Eg. IIFT to sponsor Cricket match in Delhi. • After Sales service: This is a very powerful instrument in improving the brand image and re-buys. (What else can we do for you?) Elisante ole Gabriel

15. Finally MARCOMM MESSAGES, Ctn.. • II) UNPLANNED These include all the other elements associated with the Company or brand, that are capable of delivering implicit messages to the customers. It is a very sensitive part of the ‘software’ of communication. Include: Dirty delivery trucks, Unsafe parking, angry employees (Delhi arrival), Busy telephones, late response abroad, etc Elisante ole Gabriel

16. Thank you for your Attention! • OUR MINDSET MUST CHANGE TO ACCOMMODATE INTERNATIONAL DECISION!!!! • ‘CHANGE IS NO LONGER OPTIONAL BUT MUST’ Elisante ole Gabriel

17. COMMUNICATION DISTORTION - 5 STAGES CASE Dr Gabriel observed that in the class of IBM, students are very hardworking. However, some of them use to come to class without taking tea due to time constraint. One of our friends, Vicenty Akaro, could not get time for breakfast today. During the break the class president, Jane Kuzilwa was ready to make an offer to him but Vicenty declined. The Masters students of Mzumbe University are thinking of supporting the Government of TZ to make poverty a history in Tanzania once we realize the vision 2025. By that time Changarawe will be full of very tall buildings like those of the then World Trade Centre. Therefore, we need to work very hard in understanding facets of International communication to support our economic decisions. Elisante ole Gabriel

18. Outcome of the story after five stages Reported Story: The lecturer is happy of the MBA class, but there was a disappointing story that one students missed tea. The president gave an offer but the student refused. The students are saying when they go back to Mzumbe they will build sky scrappers like those of NY City at Changarawe. End of Story. Elisante ole Gabriel