Transcript INTERNATIONAL COMMUNICATION DECISION PROCESS

INTERNATIONAL
COMMUNICATION DECISION
PROCESS
By
Elisante Ole Gabriel (Tanzania)
Chartered Marketer
[email protected], www.olegabriel.com
+255-784-455-499
Key areas to be discussed
•
•
•
•
•
Sensitive facets to be taken in to account
The Genesis of communication
The two faces of communication
Which face matters? ‘anything else?’
Language alone is a chaotic means of
communicating (Diffs are Different)
• Communication Process
7/7/2015
Elisante ole Gabriel
2
Key areas to be discussed, Cont...
•
•
•
•
•
•
•
The role of IT in DSS & Comm Process
The power of culture, does it matter?
The communication systems
The international communication strategies
Communication Objectives
Shared sense of mission (Internationally)
AOB from Participants
7/7/2015
Elisante ole Gabriel
3
‘Always mind the Gap’
• International
communications we
refer to long distances
• Loss of
communication just by
minutes can claim life
(Columbia mission,
1 February 2003,
09:00Hrs Florida)
7/7/2015
Elisante ole Gabriel
4
Facets for International Decision
•
•
•
•
•
•
•
Nature of the Product
Nature of the Importer/Exporter
Infrastructure compatibility
Technological interchangeability
Access to information
Culture (traditional greetings in Africa)
Forex and currency (Exchange risk)
7/7/2015
Elisante ole Gabriel
5
Facets for International Decision
•
•
•
•
•
•
•
Political stability (England Vs Zimbabwe)
Weather
Logistics and channels of distribution
Legal frameworks (EXIM + In-Transit)
Local knowledge of the foreign Market
Language
Competition
7/7/2015
Elisante ole Gabriel
6
Facets, Cont...
•
•
•
•
•
•
•
Time zone and differences (11 Hrs DL- US)
Natural calamities (Earthquake, Diseases)
Distance
Ethical forces (Eg. Product liability in drugs
International events (Sept. 11th, War- Iraq)
WHY? CBA? Hence Strategic Decision!
Hint: Be well informed internationally.
7/7/2015
Elisante ole Gabriel
7
THE GENESIS OF
COMMUNICATION
• It originates from the latin word ‘communis’
which means ‘commonness’ or ‘oneness’.
• The GE engineers took the concept of
sending signals to other people who are
distant. They then considered that to be
communication.
• In the same way W. Shram, of the
University of Illinois, US developed the
7/7/2015
ole Gabriel(1955).
8
conduit metaphorElisante
model
Communication: Definitions
• It is the act of sending information from the
mind of one person to the mind of another
person (Smith P, R 1999)
• ... consciously or unconsciously, influence
each other through the use of symbols
(Burnett J, 1998)
• A social process whereby communicants cocreate meaning through interactions
7/7/2015
Elisante ole Gabriel
9
(Gabriel E, in progress…2004)
COMMUNICATION PROCESS
• This is the process of sharing some ideas,
attitudes and/or information to achieve the
intended communication objectives of the
communicants. Depending on the nature of
the communicants, this process can be at the
domestic or international dimension. (eg.
International political feelings)
7/7/2015
Elisante ole Gabriel
10
MARCOMM MESSAGES
• They are of two types:
• (I) PLANNED:
Advertising:
Any paid form of communication by an
identified sponsor that promotes ideas,
goods, or services. Mainly for mass comm.
Sales Promotion:
Add
to the basic value,
eg. Coupons, sampling11
7/7/2015
Elisante ole Gabriel
MARCOMM MESSAGES, Cnt..
• Public relations:
Catch the mind of the public by supporting.
• Direct Marketing:
Interactive system to allow the customer to
access information, purchase the products
through the variety of media. Eg. Direct
mail, Online Catalogs etc. (PCworld - UK)
7/7/2015
Elisante ole Gabriel
12
MARCOMM MESSAGES, Cnt..
• Personal Selling:
An interpersonal comm with one or more
‘prospective’ buyers for the sake of making
sales (You persuade to make him the buyer)
• PoP Materials:
Attached to the selling process at the point of
purchase to attract the attention of a
customer (eg Buy two get one free!!!)
7/7/2015
Elisante ole Gabriel
13
MARCOMM MESSAGES, Cnt..
• Packaging:
Silent salesman - The last message to hook.
• Sponsorship:
Eg. IIFT to sponsor Cricket match in Delhi.
• After Sales service:
This is a very powerful instrument in
improving the brand image and re-buys.
(What
else can we Elisante
do for
you?)
7/7/2015
ole Gabriel
14
Finally
MARCOMM MESSAGES, Ctn..
• II) UNPLANNED
These include all the other elements
associated with the Company or brand, that
are capable of delivering implicit messages
to the customers. It is a very sensitive part
of the ‘software’ of communication.
Include: Dirty delivery trucks, Unsafe
parking, angry employees (Delhi arrival),
Busy telephones,Elisante
lateoleresponse
abroad, etc 15
7/7/2015
Gabriel
Thank you for your Attention!
• OUR MINDSET
MUST CHANGE TO
ACCOMMODATE
INTERNATIONAL
DECISION!!!!
7/7/2015
• ‘CHANGE IS NO
LONGER
OPTIONAL BUT
MUST’
Elisante ole Gabriel
16
COMMUNICATION DISTORTION
- 5 STAGES CASE
Dr Gabriel observed that in the class of IBM, students are
very hardworking. However, some of them use to come to
class without taking tea due to time constraint. One of our
friends, Vicenty Akaro, could not get time for breakfast
today. During the break the class president, Jane Kuzilwa
was ready to make an offer to him but Vicenty declined.
The Masters students of Mzumbe University are thinking
of supporting the Government of TZ to make poverty a
history in Tanzania once we realize the vision 2025. By
that time Changarawe will be full of very tall buildings like
those of the then World Trade Centre. Therefore, we need
to work very hard in understanding facets of International
communication to support our economic decisions.
7/7/2015
Elisante ole Gabriel
17
Outcome of the story after five
stages
Reported Story:
The lecturer is happy of the MBA class, but there
was a disappointing story that one students missed
tea. The president gave an offer but the student
refused. The students are saying when they go
back to Mzumbe they will build sky scrappers like
those of NY City at Changarawe.
End of Story.
7/7/2015
Elisante ole Gabriel
18