GMS 522 Lecture 11: GMS 522- Week 11
Document Summary
The sender: firm seeking to communicate with foreign customers, suppliers or intermediaries. The receiver: firm/individual that receives the message. The message: what is (cid:271)ei(cid:374)g (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)ated (cid:894)e. g. a(cid:448)aila(cid:271)ilit(cid:455) of the fir(cid:373)"s (cid:374)e(cid:449) i(cid:373)ported product or price reduction etc. ) The channel: the path through which the message moves from sender to receiver (e. g. billboards, tv, radio, etc. ) Encoding: process by which the sender converts an idea into a set of symbols the receiver can understand. Decoding: process by which the receiver converts the symbols back into thought. Noise: anything that interferes with the delivery of the message. Information provided to the sender which indicates how well the message was understood by the receiver and the effectiveness of the communication process. The tools the global marketer has available to form a total communications program for use in the targeted markets: advertising, publicity & pr, sales promotion, sponsorship.