Communication

and
International
Marketing

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.

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.

Communication problems

High Tech

Consequences
1)Senior managers hide
behind their computers
2) Staff use voice mail to
screen calls
3)Employees sitting next
to each other will send email rather than speak

Information
overload

Consequences
4)People stop
listening

Common
loyalties

Consequences
5) Extending
questions of
safety

Dealing with Communication Breakdown

Communication
problems

Possible
solution

Immediately

Spending all day

checking e-mail

Open a
separate e-mail
for the
colleagues

Unnecessarily
getting rid of the
staff lounge after
the takeover

Reopening the
staff lounge

Middle managers are

really confused
about who they
should report to

Informing the
stuff about
reorganization

Department heads
complain the cant
get a quick answer
when they want to
spend

Informing the
department
heads, who
should they ask
for permission

In the
near
future

*
*

Later

Case Study, writing an e-mail, HCPS

HCPS-Communication problems
E-mail reply to HCPS for their problems
To...Susan Westbrook
From...Elena Miskoska
Subject: Communication problems
Date: 16.09.2012
We 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 investment
We hope this solutions will help you.
Best wishes
Elena Miskoska-Product Manager

Discussing global brands

Food McDonalds
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.

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.

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.

Starbucks
Starbucks is the
largestcoffeehousecompany
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.

it
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B)
1. Marketing

campaign / budget / leader / strategy

2. Market

research / survey/ check / sector

3. Product

market/ range/ features/ manager

4. Advertising
5. Brand

campaign/ exchange/ agency/ slogan

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

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
Dont 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
Dont spend time on the details

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 dont 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 rangenot 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.

Ill hope this ideas will help you.

Best wishes, Elena