global personal selling and other forms of marketing communicaiton Flashcards
people in countries that have low economic development and often have low incomes and poor literacy favor what type of promotions
samples and disocunts
in countries where a product is still in an early stage of the product life cycle, what types of promotoins should be used?
trail including tools such as samples and coupons
in countries where a product is in the later stages of the product life cycle, what types of promotions should be used
tools to encourage repeat purchase like bonus packs and in-pack coupons
how does culture affect sales promotions?
cultural perception of promotions differ across countries. Some types of promotion may have a negative image in certain cultures
ex: Japanese hate coupons
how does the trade structure affect sales promotions?
companies need to decide how to allocate their promotion dollars between those aimed at the end-user or channel member. because of differences in local trade structure, the balance of power between manufactures and distributors is different.
the amount of power distributors have may impact the amount of
sales promotion that manufactures should offer distributors
how do government regulations affect sales promotion
some forms of sales promotions are prohibited or restricted in some countries
expatriate/virtual expatriate
someone who works for his or her company in a foreign country
local national
someone who is working for a foreign company in his or her country
third-country national
expatriates form one country working for a foreign company in a third country
expatriate must
- be more knowledgable about the company’s product line
- can add prestige to the product
- face cultural barriers and legal barriers
-reluctant to take international assignment
local nationals must
- Headquarters tend to ignore their advice
- being a salesperson may put one at the bottom of the social ladder
- be more knowledgeable about the country’s culture
- more knowledgable about the distribution system in the country
- may not understand the company culture
third- country nationals must
generally be an expert in a particular industry and be a “global executive”
local national training
training should focus on the company and its products
expatriate training
training should focus on the country’s culture and customs
qualities needed for international sales
maturity emotional stability breadth of knowledge positive outlook flexibility culture empathy energetic enjoy travel
how can companies reduce the rate of early returns
give the family training
have someone in the country they can contact
successfully repatriate employee to home office
- reassigning expatriates to meaningful position
- create mentor program
- offer a written job guarantee
- keep the expatriate in touch with headquarters
- Prepare the extricate and family once date is set to return
what are the differences in language and noverbal behavior that Americans tend to have trouble with
when their foreign counterparts have side conversations in their own language.
sequential decision making
tends to divide the large task up into smaller tasks
issues may be settled one issue at a time, with the final agreement being the sum of the sequence
holistic decision making
all the issues are discussed at once, in no apparent order, and concessions are made on all issues at the end
what are important signs of progress in global decision making (5)
- softening of attitudes and positions on issues
- increased talk among themselves in their own language
- increased bargaining and use of lower level info
- higher-level foreigners being included in on the discussion
- questions beginning to focus on specific areas of the deal
what is the most important negotiation skill
listening
six items important to meeting prepreation
assessment of the situation and the people
facts to confirm during the negotiation
agenda
best alternative to a negotiated agreement
concession strategies
team assignments
