ch13 Communications Decis

《ch13 Communications Decis》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、Chapter13CommunicationsDecisions:AdvertisingandPublicRelations©2005PrenticeHall13-1managingmarketingfromglobalheadquarters©2005Dr.GerardRyan,UniversitatRoviraiVirgili.InternationalMarketingMixDecisionsStrategicAlternativesininternationalandglobalmarketingmixdecisions.Managerialiss

2、uesCreativeChallengesinInternationalCommunicationsLegalandtaxconsiderationsLanguagelimitationsCulturaldiversityMedialimitationsProductionandcostlimitations2managingmarketingfromglobalheadquarters©2005Dr.GerardRyan,UniversitatRoviraiVirgili.InternationalMarketingMixDecisionsStrategic

3、Alternativesininternationalandglobalmarketingmixdecisions.ManagerialissuesPlangloballyandactlocallyStandardisewherepossibleandadaptwherenecessary.Advertisingof“ViceProducts”andPharmaceuticalsComparativeAdvertisingContentofAdvertisingMessagesAdvertisingTargetingChildrenOtherAdvertisi

4、ngRegulations:Issuesoflocallanguages,taxissues,andadvertisingrates.3managingmarketingfromglobalheadquarters©2005Dr.GerardRyan,UniversitatRoviraiVirgili.InternationalMarketingMixDecisionsStrategicAlternativesininternationalandglobalmarketingmixdecisions.ManagerialissuesBarrierstostan

5、dardisingInternationalCommunicationsCUSTOMERRESPONSELanguage,LiteracyPerception,AssociationandSymbolismMEDIAMediaAvailabilityandReachMediaCostEffectivenessREGULATIONMessageandBudgetRestrictionsRegulationofIn-StorePromotions,DirectMarketing,Sampling,etc.4managingmarketingfromglobalhe

6、adquarters©2005Dr.GerardRyan,UniversitatRoviraiVirgili.InternationalMarketingMixDecisionsStrategicAlternativesininternationalandglobalmarketingmixdecisions.ManagerialissuesExample:SubcultureswithinthesamecountryThefutureisbright,thefutureisorange5managingmarketingfromglobalheadquart

7、ers©2005Dr.GerardRyan,UniversitatRoviraiVirgili.InternationalMarketingMixDecisionsStrategicAlternativesininternationalandglobalmarketingmixdecisions.ManagerialissuesPromotingglobalcommunicationsTheemergenceofglobalmedia.Theinfluenceoftelevisionsatellites.Enlargementandoverlappingofm

8、edia.Technologicala