Communication and International Marketing

1. CommunicationandInternational Marketing

2. 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.

3. 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.

4. Communication problems High Tech Information overload Common loyalties • Consequences • 1)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 Consequences 5) Extending questions of safety

5. Dealing with Communication Breakdown

6. Case Study, writing an e-mail, HCPS HCPS-Communication problems E-mail reply to HCPS for their problems To...Susan WestbrookFrom...Elena MiskoskaSubject: Communication problems Date: 16.09.2012We 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 

7. 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.

8. Coffee culture a) • 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.

9. C) 1. Pike Place Market, Seattle in 1971. 2. a) 3,907 b) 437 3. a) 1,378 b) 1,180 4. Japan 5. airline offices, sports stadiums, hotels, bookshops 6. Home market saturation, bad experience in Japan, security problems in Israel, opposition from anti- globalization movement.

10. Starbucks Starbucks 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!

11. 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

12. 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

13. 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