“ As a firm develops its advertising strategy, it must consider three factors :
– The message they want to convey
– the media available for conveying the message
– the extent to which the firm wants to globalise its advertising effort” (book, p. 657)
The promotion designated in the “4 Ps” involves the communication, the personnal selling, the sales promotions, and public realtions. Firstly, as regards communication, Donnar is a B-to-B company, so they don t ad for the public. However, they try to convey a strong message to their customers in Australia. “The message of an advertisement refers to the facts or impressions the advertiser wants to convey to potential customers.” (book, p.657) their message is mainly “reliability, dependability and a market name which is wellknown in China” (Catts, C., 2004, email, 5th April) by mentioning awards and certificates awarded in China by numerous agencies. Their global communication policy is 'think globally, act locally' (Catts, C., 2004, email, 5th April) which means that they use the same commercials in Australia and in China, but not the same actors. The medium (communication channel) used is ATM managers, banks and past relationships (Catts, C., 2004, email, 5th April).
Secondly, personnal selling means “making sales on the basis of personnal contacts” (book, p. 662). This technic is currently used by Donnar wich “also use the relationships they have with certain companies in China and abroad to enter the market and use their name for promotion” (Catts, C., 2004, email, 5th April) . This way of making promotion is very efficient because it directly relates to something the buyer know.
Thirdly, Donnar doesn t make any sales promotions like coupons or in store promotion, because, as we said before, it is a B to B business which doesn t react as individuals to this kind of incentive.
Finally, our company widely use the public relations with an internet site (www.donar.com.cn), Advertisement on banking and ATM management newsletters, conferences all over the world...
The 4th P refers to Place or, commonly, distribution. “Distribution involves moving products and services from the firm to the firm's customer” (book, p. 665). Donar “use freight boats shipped from Shanghai and Homg Kong because [they] have a factory in Shenzhen.” (Catts, C., 2004, email, 5th April). This system present the advantages of being inexpensive and good for large products, but is quite slow and indirect (Table 16.4 : Advantages and disadvantages of differents modes of transportation for exports and imports, book, p.
This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising. Works Cited Gladwell, M. (1997). The New Yorker. Listening to Khakis.
The company has self organizing team and use groupware, emails and blogs to communicate with the customers.
Internships completed by students in certain degree programs are quite popular in most colleges and universities. An internship is used so classroom based learning in a degree program can be applied to practical situations in the real world (Jordan, Burns, Bedard & Barringer, 2007). When students are placed with an agency, there is a real possibility that a portion of students will witness actions they believe is unethical or illegal. During a study conducted within four universities, many students that participated in an internship program within the criminal justice system reported that they had observed behavior they suspected to be illegal behavior for a law enforcement agency. (Jordan et al. 2007). Due to this ongoing problem, colleges
Globalisation is having a significant impact on marketing. This is because a business, by distributing itself across international borders makes its product more readily available to international customers and creates employment opportunities in the country it has moved to. To understand the impacts, globalisation, marketing (particularly market segmentation), global marketing strategies and general history of Qantas need to be examined.
O'Neill, Charles A. "The Language of Advertising." The Contemporary Reader. By Gary Goshgarian. 9th ed. New York: Pearson Longman, 2008. 146-52. Print.
Kitchen, P. J., & D.E. Schultz, 1998. IMC – a UK ad’ agency perspective. Journal of Marketing Management, Vol. 14, pp. 465-485.
One of the ways for any business to grow is through advertisement. BillCutterz.com experienced that boast from the ABC interview. Therefore, the company need to incorporate advertisement as a part of their marketing strategy. Additionally, they should expand their target group form individuals to different corporations.
13. Shimp, T., and Andrews, C., (2013), Advertising Promotion and Other Aspects of Integrated Marketing Communications (9th Edn.), Cengage Learning: Mason.
Two recommendations for promoting direct-sales through consumer and the business; One is to offer incentives to its customers and second is to motivate the business to promoting its products by advertisements, establishing sales competition for employees, participating in conventions, and by endorsing franchise of its products to retail stores.
7-Eleven employed adapted global marketing, but continued to open stores in more countries. 7-Eleven has adjusted their marketing strategy for each of the international markets they are targeting, which in turn has helped them gain a larger portion of the market. 7-Eleven has benefited by this due to them being a premier player in the market for as long as they have. People love that 7-Eleven has items that are tailored to their desires. This example of extreme localization has helped them gain a competitive advantage over their
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
In our increasingly global society, many companies cannot afford to live with the illusion that their domestic markets will always be strong. Therefore, companies choose to market overseas as well. This then makes the international marketer’s task more complicated as he now has to deal with two levels of uncontrollable uncertainty instead of one. Besides the uncontrollable elements of the domestic environment, he has to deal with each foreign country’s unique uncontrollable factors as well.
One suiting example of a company of international caliber tailoring its marketing campaign to the local population would be mentioning the producer of computer hardware and software IBM. "IBM ads used in France feature IBM employees whose names and faces give the impression that they are Europeans hired by IBM to service the needs of other Europeans"(Martin, as cited in the Journal of Language for International Business, 2005, 16(1) pp. 76-96). Only trough this genuine effort to identify with the local consumers could a company such as IBM being able to successfully blend in within the market's landscape.
Jeannet, J. and Hennesey, H. (1998), Global Marketing Strategies, 3rd ed., Houghton Mifflin Company, Boston, MA.
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...