Prior to beginning work on this discussion, review Chapter 13: Global Marketing Communications Decision I, and The Toyota Recall Crisis: Media Impact on Toyotaâ€™s Corporate Brand Reputation article.
The promotion (P) of the marketing mix includes advertising, public relations, sales promotion, personal selling, and direct marketing. When a company embraces integrated marketing communications, it recognizes that the various elements of a companyâ€™s communication strategy must be carefully coordinated.
- Determine four major difficulties that can compromise an organizationâ€™s attempt to communicate with customers in any location. Provide examples.
Some global marketers believe in a â€œone world, one voiceâ€ approach to global advertising worldwide, which simply means people everywhere want the same products for the same reason. Other global marketers believe in a localized approach and are skeptical of the global-village argument and they assert that consumers still differ from country to country, and advertise to their respective countries.
- Explain which view of global marketing you embrace and believe is most effective. Provide examples to support your rationale.
Public Relations (PR) â€œis a strategic communication process that builds mutually beneficial relationships between organizations and their publics.â€ Review the Toyota Crisis article carefully and search the web for more information needed to understand their case of PR.
- Explain the issues that can arise in different country markets when marketers decide to implement a global sales promotion strategy.
- Differentiate between personal selling and direct marketing.
Your initial discussion post should be 250 words.