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Prior to beginning work on this discussion, review Chapter 13: Global Marketing Communications Decision I, and The Toyota Recall Crisis: Media Impact on Toyota's Corporate Brand Reputation (Links to an external site.) article. The promotion (P) of the marketing mix includes advertising, sales promotion, personal selling, direct marketing and public relations. Public Relations (PR) "is a strategic communication process that builds mutually beneficial relationships between organizations and their publics" (Green & Keegan, 2020, pg 431). When a company embraces integrated marketing communications, it recognizes that the various elements of a company's communication strategy must be carefully coordinated. Review the Toyota crisis article carefully, and search the web for more information needed to understand their case of PR. Determine four major difficulties that can compromise an organization's attempt to communicate with customers in any location. Provide examples. Explain the issues that can arise in markets in different countries when marketers decide to implement a global sales promotion strategy. Differentiate between personal selling and direct marketing.
Hello class, A marketing mix includes different aspects, including promotion. Within promotion of the marketing mix, you have sales promotions, public relations, advertising, and more. For promotion to work, the communication process must also work effectively. The communication process is "The marketer is the source of the message; the message must be encoded, conveyed via the appropriate channel(s), and decoded by a member of the target audience" (Green and Keegan, 2019). If the meaning of a message is off, it may create difficulties for the company. According to Green & Keegan (2019), the four major difficulties that can compromise an organization's communication with a consumer is as follows. The message may not get through to the intended recipient. The message may reach the target audience but not be understood or even be misunderstood The message may reach the target audience and may be understood but still may not compel the recipient to act The effectiveness of the message may be impaired by noise. An example of the message missing the mark is Burger King's Women's Day tweet, where they tweeted, "Women belong in the kitchen" (2021). Their message was to promote women chefs and increase women in the industry, but they failed terribly. Another example is failed PR stunt by Wii; they held a contest called "Hold Your Wee for a Wii" (Team). It ended up costing one person their life and millions in damages. Many issues can arise from attempting to market in different countries. These issues are using the wrong language, not adapting the marketing channel, and failure to adhere to business norms. The wrong language includes the wrong word or wrong language in general. The meaning of words in the US and France may vary, so you must understand what words mean in that country. The wrong language example is if you are marketing in Canada and you use an English ad in a promote French area. Using the wrong channel could be using Twitter instead of Facebook; one could be more popular but could miss the target. Finally, failure to adhere to business norms, " the norms of conducting business also vary from one country to the next. For example, in France, wholesalers do not like to promote products. They are mainly interested in supplying retailers with the products they need" (Linda Williams). If Walmart came in and advertises wholesale value, you may create a negative feeling toward the brand. Personal selling "is person-to-person communication between a company representative and a prospective buyer" (Green and Keegan, 2019). Direct marketing is "any communication with a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, or a visit to a store or other place of business" (Green and Keegan, 2019). There is a clear difference between personal selling and direct marketing. Direct marketing is a technique to sell products or services directly to consumers and has a massive reach. Whereas personal selling is usually a salesperson persuading consumers to buy.
References: The 8 biggest marketing fails of all time (with practical takeaways) . WordStream. (2021, December 29). Retrieved September 19, 2022, from https://www.wordstream.com/blog/ws/2021/12/28/marketing-fails Green, M. C., & Keegan, W. J. (2019). Global Marketing (10th ed.). Pearson Education (US). https://uaglobalcampus.vitalsource.com/books/9780134899763 Fan, D., Geddes, D., & Flory, F. (2013). The toyota recall crisis: Media impact on toyota's corporate brand reputation. Corporate Reputation Review, 16 (2), 99-117. https://doi.org/10.1057/crr.2013.6 Hasa. (2021, April 22). What is the difference between direct marketing and personal selling . Pediaa.Com. Retrieved September 19, 2022, from https://pediaa.com/what-is-the- difference-between-direct-marketing-and-personal-selling/#:~:text=Direct%20marketing %20involves%20mail%2C%20email,the%20customers%20to%20buy%20products. Hopper, D. (2020, March 28). The marketing mix - is it still relevant today? Business 2 Community. Retrieved September 19, 2022, from https://www.business2community.com/marketing/the-marketing-mix-is-it-still-relevant- today-02298017 Linda Williams, L. L. (n.d.). International Business . Reading: Changes in Promotion | International Business. Retrieved September 19, 2022, from https://courses.lumenlearning.com/suny-internationalbusiness/chapter/reading-changest-in- promotion/ The most common mistakes companies make with global marketing . Harvard Business Review. (2015, October 11). Retrieved September 19, 2022, from https://hbr.org/2015/09/the-most- common-mistakes-companies-make-with-global-marketing Team, E. Z. M. (n.d.). Top failed marketing campaigns . Lancaster PA. Retrieved September 19, 2022, from https://blog.ezmarketing.com/top-failed-marketing-campaigns
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