internation management :: essays research papers

As a firm develops its advertising strategy, it must consider three factors The message they want to expectthe media available for conveying the messagethe extent to which the firm wants to globalise its advertising effort (book, p. 657)The promotion designated in the 4 Ps involves the communication, the personnal selling, 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 adman wants to convey to potential customers. (book, p.657) their message is mainly reliability, dependability and a market name which is wellknown in China (Catts, C., 2004, email, 5th April) by mentioning awards and certificates awarded in China by numerous agencies. Their global communication policy is think globally, act locally (Catts, C., 2004, email, 5th April) which mean s that they office the same commercials in Australia and in China, but not the same actors. The specialty (communication channel) used is ATM 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(prenominal) efficient because it directly relates to something the buyer 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 business 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), Advertisement on banking and ATM management newslet ters, conferences all over the world...The 4th P refers to Place or, commonly, distribution. Distribution involves moving products and services from the firm to the firms customer (book, p. 665). Donar use freight boats shipped from impress and Homg Kong because they have a factory in Shenzhen. (Catts, C., 2004, email, 5th April). This system present the advantages of being inexpensive and good for large products, but is quite slow and verifying (Table 16.4 Advantages and disadvantages of differents modes of transportation for exports and imports, book, p.