internation management :: essays research papers

As a firm develops its advertising strategy, it essential consider three factors The message they want to conveythe media available for conveyance the messagethe extent to which the firm wants to globalise its advertising effort (book, p. 657)The advancement designated in the 4 Ps involves the communication, the personnal sell, 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 advertizer wants to convey to potential customers. (book, p.657) their message is mainly reliability, dependability and a market place name which is wellknown in china (Catts, C., 2004, email, fifth April) by mentioning awards and certificates awarded in mainland China by numerous agencies. Their global communication policy is think globally, act locally (Catts, C., 2 004, email, fifth April) which means that they go for the same commercials in Australia and in China, but non the same actors. The medium (communication channel) utilize is atmospheric state 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 purchaser 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 work 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), Advertiseme nt on banking and ATM management newsletters, conferences all over the world...The 4th P refers to Place or, commonly, distribution. dissemination involves moving products and services from the firm to the firms customer (book, p. 665). Donar use freight boats shipped from instill and Homg Kong because they have a factory in Shenzhen. (Catts, C., 2004, email, 5th April). This system pass the advantages of being inexpensive and good for large products, but is quite dumb and indirect (Table 16.4 Advantages and disadvantages of differents modes of transportation for exports and imports, book, p.