Global Marketing Place


Several factors have forced countries to extend their economic views to events outside their own national borders. First, international agreements are being negotiated in attempt to increase trade among nations. Second, the growth of electronic commerce and related computer technologies brings previously isolated countries into their marketplace for buyers and sellers around the globe. Third, the interdependence of the world’s economies is a reality since no nation produces all of the raw material and finished goods purchased by its citizens or consumers of all its output without some exporting to other countries. Evidence of this interdependence is illustrated by the introduction of the Euro as a common currency to facilitate trade among the nations of the European Union and the creation of trade alliances.

Service firms also play a major role in today’s global marketplace. In many cases, global marketing strategies are almost identical to those used in domestic markets. Rather than creating a different promotional campaign for each country, marketers use the same ad with spectacular results.

Domestic marketing strategies may need significant changes to adapt to unique tastes or different cultural and legal requirements abroad. It is often difficult to standardize a brand name on a global basis.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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Managerial Know-how


People who bring capital, labor, and resources together to fashion them into a productive organization that must face the risks of an uncertain world, occupy strategic positions. Thus, given the same inputs, presumably a country with superior management will do better than one with weak management. The importance of managerial know-how can be illustrated by the airlines industry.

Obviously an explanation of world business involves many elements. But with a basic understanding of the few elements, comparative advantage and specialization.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Direct-mail Marketing: Checklist


  • Is there a perceived need for the product or service?
  • Is it practical?
  • Is it unique?
  • Is the price right for your customers or prospects?
  • Is it a good value?
  • Is the markup sufficient to assure a profit?
  • Is the market large enough? Does the product or service have broad appeal?
  • Are there specific smaller segments of your list that have a strong desire for your product or service?
  • Is it new? Will your customers perceive it as being new?
  • Can it be photographed or illustrated interestingly?
  • Are there sufficient unusual selling features to make your copy sizzle?
  • Is it economical to ship? Is it fragile? Old shaped? Heavy? Bulky?
  • Can it be personalized?
  • Are there any legal problems to overcome?
  • Is it safe to use?
  • Is the supplier reputable?
  • Will backup merchandise be available for fast shipment on reorders?
  • Might returns be too huge?
  • Will refurbishing of returned merchandise be practical?
  • Is it, or can it be, packaged attractively?
  • Are usage instructions clear?
  • How does it compare to competitive products or services?
  • Will it have exclusivity?
  • Will it lend itself to repeat business?
  • Is it consumable, so that there will be repeat orders?
  • Is it faddish? Too short-lived?
  • Is it too seasonal for direct mail selling?
  • Can an add-on to the product make it more distinctive and salable?
  • Will the number of stock keeping units – various sizes and colors – create problems?
  • Does it lend itself to multiple pricing?
  • Is it too readily available in stores?
  • Is it like an old, hot item, so that its success is guaranteed?
  • Is it doomed because similar items have failed?
  • Does your mother, wife, brother, husband, sister, or kid like it?
  • Is direct mail the way to go with it?
  • Does it fill an unfilled niche in the marketplace?

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

The Spectrum of Success


Does success means the same to every organization?

Are all working cultures equal or are some more equal than others?

Is it time for organizations to start making life choices, as people do?

To answer these questions we need to understand exactly what success means to different organizations and what effect an organization’s situation has on its attitude to success.

This is more about the spirit of theory than the exact science of it. It is not meant to baffle but simply illustrate some key facts of organizational life. The theory is built around two principles:

  • Required organizational performance – designed to help to illustrate the level of performance that an organization will be required to deliver in order to successfully achieve its stated goals, in any given market, at any given time; and
  • Actual organizational performance – designed to help to illustrate how effective and tightly focused an organization must be to ensure that it closely matches the performance required to achieve stated goals, with the minimum of waste and unnecessary effort.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Training for Global Business


Firms competing in a global marketplace often implement special global training programs. The reasons for doing so include avoiding lost business due to cultural insensitivity, improving job satisfaction and retention of overseas staff, and enabling a newly assigned employee to communicate with colleagues abroad.

Many firms opt for prepackaged training programs. A sampling helps illustrate the wide range of programs available, as well as, what global training programs actually involve:

  • Executive Etiquette for Global Transitions: This program prepares managers for conducting business globally by training them in business etiquette in other cultures.
  • Cross-Cultural Technology Transfer: This program shows how cultural values affect perceptions of technology and technical learning.
  • International Protocol and Presentation: This program shows the correct way to handle people with tact and diplomacy in countries around the world.
  • Business Basics for the Foreign Executive: This program covers negotiating cross-culturally, working with clients, making presentations, writing, and using the phone.
  • Language Training: Language training delivered by certified instructors, usually determined by the learner’s needs rather than by the requirements of a predetermined curriculum or textbook.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Principles of Visionary Leadership


The breakthrough leaders should stand at the organization’s boundary and bring in outside information. They must also communicate their company’s philosophy to the outside world. In their book Breakthrough Management, Shoji Shiba and David Walden have defined the eight principles of visionary leadership as follows:

1)      Principle 1: The visionary leader must do on-site observation leading to personal perception of changes in societal values from an outsider’s point of view.

2)      Principle 2: Even though there is resistance, never give up; squeeze the resistance between outside-in pressure in combination with top-down inside instruction.

3)      Principle 3: Transformation is begun with symbolic disruption of the old or traditional system through top-down efforts to create chaos within the organization.

4)      Principle 4: The direction of transformation is illustrated aimed by a symbolic visible image and the visionary leader’s symbolic behavior.

5)      Principle 5: Quickly establishing new physical, organizational and behavioral systems is essential for successful transformation.

6)      Principle 6: Real change leaders are necessary to enable transformation.

7)      Principle 7: Create an innovative system to provide feedback from results.

8)      Principle 8: Create a daily operation system, including a new work structure, new approach to human capabilities and improvement activities.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Observe Fringe Times


Formal business situations, highly structured meetings, negotiating sessions, and other forms of business interaction are likely to be the least revealing because they are the times when people are most likely to have their “game faces” on.

 So consciously time in to the fringe times, the beginnings and endings, the periods of transition, which are when people are most likely to let their guards down. During a two-hour business meeting, the first several minutes—before you actually get down to the business at hand—and the last several minutes—as everyone is saying goodbye—can tell you more about the people you are dealng with than almost anything else that goes on in between. These are, unfortunately, the times when you are likely to be least observant. Try to sharpen your awareness.

 Also, be aware of people during interruptions, unusual exchanges, or anything that intrudes upon the more formal flow of a business situation. There is a certain amount of role playing in most business encounters, and when someone “breaks ranks” the facades are going to crack a little. Simply noticing who does the breaking and how others respond with words and eyes can tell you a lot.

 There is a scene in The Godfather that perfectly illustrates this: The Godfather has just flatly rejected an offer from the Mafia boss to get involved in the drug business, when Sonny, his hotheaded eldest son, blurts out that the terms that have been proposed are insulting to the family.

 This, of course, leads to the attempt to eliminate the Godfather. The other dons have correctly perceived a break in ranks, for simply by the act of objecting to the terms, Sonny has revealed a greater willingness than his father to consider the deal.

 Though The Godfather is fictional, its psychology is very real.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

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