Community Engagement: Key Concepts and Strategies
This document outlines key concepts and strategies related to community engagement, online community management, and related topics.
Audiences vs. Communities
The relationship building opportunities, direction of communication, and equality of voices are key differences between audiences and communities.
Key Difference: c) Key differences between audiences and communities
Engagement Levels
People in communities tend to be far more engaged. This means a small community can be just as valuable as a large
International Advertising and Sales Strategies
Framework for International Promotion
Sales promotion with cultural uniqueness:
- Study the target market.
- Determine the extent of standardization.
- Set the promotional mix.
- Develop the message.
- Select effective media.
- Establish a control mechanism.
International Advertising
Intense competition leads to sophistication. Seek greater control and efficiency.
Difference between:
- Multi-domestic markets: Markets are culturally different.
- Global marketing strategy: Standardize where similarities exist but adapt where
Customer Service Stages: Ordering, Claims, and After-Sales
Customer Service Stages
Ordering
Using a computer management tool to fill customer data (name…)
Information Request
During the sales process, customers need to be able to easily get information about their purchase.
Claims/Complaints
When dealing with claims, we must take into account:
- Who the claims should be addressed to
- What data is sent to the customer
- Establish 3 levels of response: serious, lower, and middle-class.
- Claims that don’t require any actions
- False or imaginary claims
- Having claim forms
Customer Service and Marketing Strategies
Customer Service
Customer service is the act of taking care of the customer’s needs and wants by providing and delivering professional, helpful, high-quality service and assistance.
Customer Characteristics
- Demographic profile:
- Age
- Gender
- Occupation
- Income
- Marital Status
- Education
- Expenditure
- Ethnicity/race
- Housing
- Mobility
- Location
- Social profile:
- Culture
- Reference groups
- Time expenditures
- Social performance
- Family
- Lifestyle cycle
- Opinion leaders
- Social class
- Psychological profile:
- Personality
- Importance of purchase
- Innovativeness
- Motivation
- Perceived
Leadership: Definition, Traits, Styles, and Theories
Leadership
Leadership refers to the direction of a political party, social group, or other community.
Definition by Rallph M. Stogdill
Leadership is the interpersonal influence exercised in a situation, addressed through the process of human communication, to achieve one or several specific objectives.
Importance of Leadership
The ability of a leader to lead is vital for the survival of any organization.
Leadership Roles
- Achieve goals, tasks, or objectives.
- Promote unity in the group.
- Empower each team member.
Business Dynamics: Environment, Leadership, and Strategy
1. Key Factors in the Macro- and Micro-Environment of Business
- Macro-environment: Refers to the external factors that affect all businesses in an economy. These include:
- Government policies and regulations.
- Economic conditions (such as inflation, interest rates).
- Sociocultural factors (changes in consumer preferences and behaviors).
- Technological factors (innovations and technological advancements).
- Environmental factors (climate change, environmental regulations).
- Legal factors (competition laws, labor