communication decisions Flashcards
what is the buyer-seller relationship graph
the shift from seller initiative to buyer initative
what is internal communications
advertising, public relations, sales promotions, direct marketing, personal selling, social media marketing
what is communication strategy
best channel, message, target plus result measurements
why use standardization
- customer do not conform national boundaries
- build international brand image
- economies scale can be achieved
- ideas exploited as wide as possible
- special expertise developed and exploited
why use localized
- fit market conditions
- distribution channel member located in a country
- recruitment, training, motivation, evaluation of sales decisions
what is the process of selecting an agent
local knowledge, cultural understanding, management expertise
why use social media
has community element and is perfect for viral marketing
what are the characteristics of viral marketing
credible tactic
positive ROI
message support measurable business goods
what is branding
customer gut feeling about a product, service or business, it is like a reputation
what is intercultural awareness
open-mindedness towards other cultures in order to work well together
