week 5 db 2

Required Resources

Text

Green, M. C., & Keegan, W. J. (2020).  Global marketing (10th ed.) . Pearson.

· Chapter 13: Global Marketing Communications Decisions I: Advertising and Public Relations

· Chapter 14: Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

· Chapter 15: Global Marketing and the Digital Revolution

· The full-text version of this ebook is available in your online classroom through the VitalSource Platform. Chapter 9 discusses the factors that contribute to the successful launch of a global strategic partnership. Chapter 13 discusses global advertising and identifies the top-ranked companies in terms of worldwide ad spending. Chapter 14 discusses how global marketers integrate support media, sponsorships, and product placement into the overall promotion mix. Chapter 15 discusses major innovations and trends that contributed to the digital revolution. Chapter 13 will assist in your Promotion discussion forum,  Chapter 9 and Chapter 15 will assist in your Mobile Advertising and Mobile Commerce discussion forum, and Chapter 13, 14, and 15 will assist in your Integrated Marketing Communications assignment this week.

Article

Fan, D., Geddes, D., & Flory, F. (2013).  The Toyota recall crisis: Media impact on Toyota’s corporate brand reputationLinks to an external site..  Corporate Reputation Review,  16(2), 99–117. https://doi.org/10.1057/crr.2013.6

· The full-text version of this article is available through the ProQuest Central database in the University of Arizona Global Campus Library. This article provides insight on how the media affected consumer confidence, which impacted sales of the Toyota company following issues with quality. This will assist you with your Promotion discussion forum this week.

Multimedia

Bluehost. (2012, January 31).  What is SEO and how does it work?Links to an external site.  [Video]. YouTube. https://youtu.be/tqg3F-8jBec

· This video discusses the basics of search engine optimization (SEO) and will assist you in your Personal Branding Activity Part 2 journal this week. This video has closed captioning and a transcript. Accessibility StatementLinks to an external site. Privacy PolicyLinks to an external site.

London Business Forum. (2016, October 18).  Robert Cialdini - Pre-suasionLinks to an external site.  [Video]. YouTube. https://youtu.be/PoviPFw0VbU

· This video discusses the power of persuasion and the importance of preparing, and will assist you in your Personal Branding Activity Part 2 journal this week. This video has closed captioning and a transcript. Accessibility StatementLinks to an external site. Privacy PolicyLinks to an external site.

University of Arizona Global Campus. (2019, January 10).  BUS622 week fiveLinks to an external site.  [Video]. Kaltura. https://ashford.mediaspace.kaltura.com/media/1_6bigmdpq

· This video provides information about the promotional piece of the marketing plan and will assist you in your Integrated Marketing Communications assignment this week. This video has closed captioning and a transcript. Accessibility Statement Privacy Policy

      Week 5 Lecture

In Week 5, a focus on advertising and public relations as important factors of the decision process impacting global marketing communications will be developed.  Evaluating other aspects of promotion such as sales promotion, personal selling, and direct marketing as important parts of the global marketing communications decisions will be emphasized.

Bean-Melliger(2018) when discussing marketing communications focuses on such elements as traditional print, radio and television, direct mail and email, targeted internet advertising, social media marketing, professional websites, public relations and one-to-one marketing. For each element in the list a strategy for use must be developed. That includes budget allocation for the selected elements.

It should be noted that in selecting any of the eight marketing communication elements consideration must be given to how effective each element would be in selected international or global markets. Great consideration has to be given to the reach of the chosen marketing communication element.

When marketing products in other countries, Linton (n.d.) recommends properly using local languages, using recognized product names and product parts names, using written and verbal forms of communication that the local market is accustomed to and lastly knowing what marketing channels are best for reaching the customers of the selected country.

In considering global marketing communications decisions, the marketing team can benefit greatly from studying past international marketing blunders committed by highly successful companies and corporations. Below is a great video on key considerations when creating advertising that may be used globally:

Global AdvertisingLinks to an external site.

Advertising can be used in other countries to inform the targeted customer base about the company, its products and its services. Advertising can also be used as a tool for building good relationships between the customers in a country and the company wishing to reach those potential customers. By understanding the language or languages, the meaning of signs and symbols and also the customs of the targeted markets within a country the company can avoid making costly errors.  

Also of great importance are the company’s efforts to develop sales promotions and to have staff engage in personal selling efforts as a manner of communicating in global markets. Such efforts must be designed to promote the products and services of the company while using pricing strategies along with other promotional efforts.

In the virtual world being able to communicate product offerings and service offerings is made somewhat easier because language translators can be used on the company website to translate company offerings from one language into many languages (Rampton, 2017).  Of course, local commercials may be used along with having a fully staffed sales team residing in each country that the company decides to offer its products and services in. Company leaders must make decisions about hiring local talent to handle sales efforts. Doing so can facilitate greater understanding between the company and the customers in each country.

As the marketing team considers the best way to impact its customers and potential customers, great consideration must also be given to how the company can leverage the use of digital technologies to more effectively and efficiently. The Australian Government (2018) has noted that the pace of change involving digital technology is impacting the world of work.

Every company and organization must consider how to take advantage of the digital revolution on a continual basis.

References

Australian Government (2018).  The impact of the digital revolutionLinks to an external site.. https://www.dta.gov.au/digital-transformation-strategy/impact-digital-revolution

Bean-Mellinger, B. (2018, November 21).  8 major elements of marketing communication & IMCLinks to an external site.. https://bizfluent.com/info-8361708-8-elements-marketing-communication-imc.html

Linton, I. (n.d.).  Communication challenges in a global marketLinks to an external site..  Small Business Chronicle. https://smallbusiness.chron.com/communication-challenges-global-market-77861.html

Rampton, J. (2017, November 13).  Sell globally – 15 tips for building your global growth  strategyLinks to an external site..  Forbes. https://www.forbes.com/sites/johnrampton/2017/11/13/sell-globally-15-tips-for-building-your-global-growth-strategy/?sh=1097ad222af7

Valentine, A. (2013, March 8).  Global advertisingLinks to an external site.  [Video]. Youtube. https://www.youtube.com/watch?v=cEHArYiMpqg