English in Marketing: international communication strategies in small and medium-sized enterprises
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Berlin
Frank & Timme
2005
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 379 S. graph. Darst. |
| ISBN: | 3865960545 |
Staff View
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Record in the Search Index
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|---|---|
| adam_text | Table of Contents
1 Scope and Objectives 15
I. I Objectives of this thesis 15
1.2 Methodology 17
1.3 Structure of this thesis 19
PART I DISCOURSE ANALYSIS OF MARKETING COMMUNICATIONS... 21
2 Profile of participating companies 23
2.1 Mittelstand in Germany 23
2.2 The selection of the sample 24
2.2.1 The region of South West Saxony 24
2.2.2 The selection process 25
2.2.3 Definition by sector 27
2.2.4 Definition by size 28
2.2.5 Definition by year of foundation 29
2.2.6 Definition by headquarter 29
2.2.7 Definition by export activities 29
2.2.7.1 Internationalisation process 29
2.2.7.2 Export rates 30
2.2.7.3 Development of export rates 30
2.2.7.4 Export and import countries 32
2.2.7.4.1 Export countries 32
2.2.7.4.2 Import countries 33
3 Globalisation and Marketing Strategies 34
3.1 Benefits and threats of a globalising economy 34
3.2 The marketing mix as the foundation of global marketing 36
3.2.1 Product 37
3.2././ Product portfolio 37
3.2.1.2 Product appearance 37
3.2.1.3 Pre and after sales service, planning, training, assembly 38
3.2.2 Price 39
3.2.3 Distribution 40
3.2.4 Communication 41
3.3 Planning and cooperation 42
3.3.1 Professional planning... 42
3.3.2 Institutional partners 45
3.3.2. / Bfai (Federal Agency for Foreign Trade) 45
3.3.2.2 IHK 47
j 3.3.2.3 AHK 48
I 3.3.3 Private service providers _.„...____. „..„.„—......._„ ~ . „..._.. 50
9
4 International Communications and English as a Lingua Franca. 51
4.1 The significance of English as a lingua franca 51
4.2 English in everyday business 55
4.3 Responsibilities for English language tasks 57
4.3.1 Translation tasks 57
4.3.1.1 Linguistic background of translation 57
4.3.1.2 Translation practice in SMEs 59
4.3.1.3 Bridging the gap between content and style 66
4.3.2 International contracts 69
4.3.3 Negotiations 69
4.3.4 Looking after international guests 69
4.3.5 International trade fairs 70
4.3.6 Presentations 71
4.3.7 Business correspondence and telephoning 71
4.3.8 Media relations 71
4.3.9 English version of the internet presentation 72
4.3.10 Summary responsibilities 72
4.4 Command of English of employees and executives in Saxon SMEs 74
4.4.1 Command of English of the people in charge of international
communication task 74
4.4.2 The English Gap between East and West Germany 76
4.4.3 A positive outlook 77
4.4.4 English language training in SMEs. _ 78
4.4.4.1 Language training as part of the personnel development strategy 80
4.4.4.2 Analysis of the current situation 80
4.4.4.3 Definition of goals 80
4.4.4.4 Solutions 83
5 Marketing and advertising 85
5.1 Marketing as discourse 85
5.2 The significance of marketing instruments in SMEs 87
5.2.1 Trade fairs 89
5.2.2 Direct marketing 90
5.2.3 Media relations 91
5.2.4 Sales agents 93
5.2.5 Print advertising and online promotion 94
5.2.6 PR and events 96
5.3 National and international marketing spending 97
5.3.1 General results „ 97
5.3.2 Exact spending on individual marketing tools 101
53.2.1 Trade fairs 102
5.3.2.2 Sales literature 103
53.23 Internet 104
JJ.2.4 Print advertisements and media relations 105
10
6 Trade Fairs 107
6.1 Importance of trade fairs for Saxon SMEs 107
6.2 Benefits of trade fairs 108
6.3 Cost factors 110
6.4 Common flaws in trade show presentations 111
6.5 Effective use of trade fairs as a platform of communication 112
6.5.1 Preparation 112
6.5.2 Presentation at the stand 115
6.5.3 After the fair 121
6.6 Domestic vs. international trade fairs 124
7 Advertising and Sales Literature in Saxon SMEi 126
7.1 Function of sales literature 126
7.2 Types of sales material in SMEs 128
7.3 International sales literature 133
7.4 Intercultural adaptation 134
7.4.1 Awareness of intercultural differences 134
7.4.2 Guidelines for intercultural adaptation 136
7.4.3 Intercultural adaptation of concept and style 139
7.4.4 Adaptation of product names 140
7.4.5 Visual adaptation: symbols and colours 142
7.5 Summary 144
8 Internet and Online Promotion 145
8.1 Theoretical and linguistic background 145
8.1.1 The Internet as the communication tool of the future 145
8.1.2 The language of the internet 147
8.1.2.1 General observations 147
8. / .2.2 Structure and navigation 150
8.1.2.3 Style and readability 152
8.1.2.4 User friendliness 154
8. / .2.5 Scannability 156
8. / .2.6 Conciseness 157
8.1.2.7 Objectivity 157
8. /.2.8 Credibility. 158
8.1.2.9 Graphics 159
8.2 Practical analysis: international online marketing in Saxon SMEs 162
8.2.1 Online marketing strategy . 162
8.2.1.1 Retrievability 163
8.2.1.2 Areas of use of the world wide web 168
8.2.1.3 Keeping the website up to date 169
8.2.1.4 E commerce and online shops 170
8.2./3 E Mail campaigns 173
8.2.1.6 Linguistic localisation 175
8.2.1.7 Cultural adaptation 178
II
9 Media Relations I81
9.1 Building successful relations with the media 181
9.2 International media relations 185
9.3 Guidelines for successful media relations 186
9.3.1 The media database 186
9.3.2 The text type press information 187
9.3.3 The right perspective 189
9.3.4 The right manner 192
9.3.5 The press kit 194
9.4 Benefits of professional media work 195
PART II SEMIOTIC AND LINGUISTIC ANALYSIS OF
PROMOTIONAL LITERATURE 197
10 Functional Analysis of Advertising 199
10.1 Conveying information 199
10.2 Motivating the customer to buy 202
10.3 Reinforcing the decision to buy 205
10.4 Socialising 205
10.5 Entertaining 205
10.6 Strategies to achieve the communication objectives 206
11 Linguistic and Semiotic Analysis of Advertising 210
11.1 Linguistic features of the language of advertising 210
11.1.1 Functions of advertising language 210
11.1.2 Functional and practical stylistics of advertising language 216
11.1.3 Lexical features of advertising language 218
11.1.4 Grammatical and syntactic features of advertising language 222
/1.1.4.1 Syntactic features 222
11.1.4.2 Spelling 225
11.1.5 Ambiguity in advertising language 227
/ /. I.S. I Semantic ambiguity and puns 227
/ /. / .S.2 Syntactic ambiguity 233
/ /. / .5.3 Ambiguity of reference 233
11.1.6 A Pragmatic approach to the language of advertising 235
11.1.7 An illustrative linguistic analysis of headlines 236
/1.1.7.1 Stylistic features of headlines 237
/ /. (.7.2 Linguistic peculiarities of headlines 238
11.2 A semiotic analysis of visual communication in advertising 244
11.2.1 Functions and visual rhetoric 244
112.2 Types of visualisation 248
11.2.3 Other visual elements 251
/1.2.3.1 Corporate Design „. 251 ;
//.2J.2 Colours 252 J
11.23.3 Fonts 254 j
12 j
12 A Linguistic Analysis of International Sales Literature in Saxon SME s 256
12.1 Evaluation of samples 256
12.2 Qualitative sample analysis 264
12.3 Analysis of individual criteria 271
12.3.1 Perspective 272
12.3.2 Use of pronouns / referents 275
12.3.3 The title 276
12.3.4 The headline concept 277
12.3.5 Subheads and captions 278
12.3.6 The slogan 278
12.3.7 Stylistic devices 279
12.3.8 Syntax 280
12.3.9 Register 282
12.3.10 Spelling and grammar 283
12.3.10.1 Spelling and punctuation 283
/ 2.3.10.2 Grammar 285
12.3.11 Conventions 286
12.3.12 Interference 286
12.3.12.1 Lexical interference 287
12.3.12.2 Syntactic interference 288
12.3.13 Visual appearance, scannability, use of photos 290
12.4 Summary 291
PART III MERGING RESULTS 293
13 Conclusion: International Communication in Saxon SMEs
and the Function of a Communications Consultant 295
13.1 Management of international communication tasks in Saxon SMEs 296
13.2 Areas of improvement from the companies perspective 298
13.3 Comparison with the communicative needs defined in this study 299
13.4 The concept of a resource or communications consultant 300
13.5 Executive summary 307
Zusammenfassung der Arbeit auf Deutsch .. 308
Appendices....................™.....™..........™..........™..™..........™.™......™.....™.™..™....... 320
Appendix I: Blank questionnaire used as a basis of the empirical investigation 320
Appendix II: Questionnaire with results 328
Appendix III: Linguistic analysis of 24 sample brochures 335
Bibliography......... ... .... _..™....™. ™..™ „ ™.™.~ ~™363
List of Abbreviations 379
| 13
I
|
| adam_txt |
Table of Contents
1 Scope and Objectives 15
I. I Objectives of this thesis 15
1.2 Methodology 17
1.3 Structure of this thesis 19
PART I DISCOURSE ANALYSIS OF MARKETING COMMUNICATIONS. 21
2 Profile of participating companies 23
2.1 "Mittelstand" in Germany 23
2.2 The selection of the sample 24
2.2.1 The region of South West Saxony 24
2.2.2 The selection process 25
2.2.3 Definition by sector 27
2.2.4 Definition by size 28
2.2.5 Definition by year of foundation 29
2.2.6 Definition by headquarter 29
2.2.7 Definition by export activities 29
2.2.7.1 Internationalisation process 29
2.2.7.2 Export rates 30
2.2.7.3 Development of export rates 30
2.2.7.4 Export and import countries 32
2.2.7.4.1 Export countries 32
2.2.7.4.2 Import countries 33
3 Globalisation and Marketing Strategies 34
3.1 Benefits and threats of a globalising economy 34
3.2 The marketing mix as the foundation of global marketing 36
3.2.1 Product 37
3.2././ Product portfolio 37
3.2.1.2 Product appearance 37
3.2.1.3 Pre and after sales service, planning, training, assembly 38
3.2.2 Price 39
3.2.3 Distribution 40
3.2.4 Communication 41
3.3 Planning and cooperation 42
3.3.1 Professional planning. 42
3.3.2 Institutional partners 45
3.3.2. / Bfai (Federal Agency for Foreign Trade) 45
3.3.2.2 IHK 47
j 3.3.2.3 AHK 48
I 3.3.3 Private service providers _.„._. „.„.„—._„ ~ . „._. 50
9
4 International Communications and English as a Lingua Franca. 51
4.1 The significance of English as a lingua franca 51
4.2 English in everyday business 55
4.3 Responsibilities for English language tasks 57
4.3.1 Translation tasks 57
4.3.1.1 Linguistic background of translation 57
4.3.1.2 Translation practice in SMEs 59
4.3.1.3 Bridging the gap between content and style 66
4.3.2 International contracts 69
4.3.3 Negotiations 69
4.3.4 Looking after international guests 69
4.3.5 International trade fairs 70
4.3.6 Presentations 71
4.3.7 Business correspondence and telephoning 71
4.3.8 Media relations 71
4.3.9 English version of the internet presentation 72
4.3.10 Summary responsibilities 72
4.4 Command of English of employees and executives in Saxon SMEs 74
4.4.1 Command of English of the people in charge of international
communication task 74
4.4.2 The "English Gap" between East and West Germany 76
4.4.3 A positive outlook 77
4.4.4 English language training in SMEs. _ 78
4.4.4.1 Language training as part of the personnel development strategy 80
4.4.4.2 Analysis of the current situation 80
4.4.4.3 Definition of goals 80
4.4.4.4 Solutions 83
5 Marketing and advertising 85
5.1 Marketing as discourse 85
5.2 The significance of marketing instruments in SMEs 87
5.2.1 Trade fairs 89
5.2.2 Direct marketing 90
5.2.3 Media relations 91
5.2.4 Sales agents 93
5.2.5 Print advertising and online promotion 94
5.2.6 PR and events 96
5.3 National and international marketing spending 97
5.3.1 General results „ 97
5.3.2 Exact spending on individual marketing tools 101
53.2.1 Trade fairs 102
5.3.2.2 Sales literature 103
53.23 Internet 104
JJ.2.4 Print advertisements and media relations 105
10
6 Trade Fairs 107
6.1 Importance of trade fairs for Saxon SMEs 107
6.2 Benefits of trade fairs 108
6.3 Cost factors 110
6.4 Common flaws in trade show presentations 111
6.5 Effective use of trade fairs as a platform of communication 112
6.5.1 Preparation 112
6.5.2 Presentation at the stand 115
6.5.3 After the fair 121
6.6 Domestic vs. international trade fairs 124
7 Advertising and Sales Literature in Saxon SMEi 126
7.1 Function of sales literature 126
7.2 Types of sales material in SMEs 128
7.3 International sales literature 133
7.4 Intercultural adaptation 134
7.4.1 Awareness of intercultural differences 134
7.4.2 Guidelines for intercultural adaptation 136
7.4.3 Intercultural adaptation of concept and style 139
7.4.4 Adaptation of product names 140
7.4.5 Visual adaptation: symbols and colours 142
7.5 Summary 144
8 Internet and Online Promotion 145
8.1 Theoretical and linguistic background 145
8.1.1 The Internet as the communication tool of the future 145
8.1.2 The language of the internet 147
8.1.2.1 General observations 147
8. / .2.2 Structure and navigation 150
8.1.2.3 Style and readability 152
8.1.2.4 User friendliness 154
8. / .2.5 Scannability 156
8. / .2.6 Conciseness 157
8.1.2.7 Objectivity 157
8. /.2.8 Credibility. 158
8.1.2.9 Graphics 159
8.2 Practical analysis: international online marketing in Saxon SMEs 162
8.2.1 Online marketing strategy . 162
8.2.1.1 Retrievability 163
8.2.1.2 Areas of use of the world wide web 168
8.2.1.3 Keeping the website up to date 169
8.2.1.4 E commerce and online shops 170
8.2./3 E Mail campaigns 173
8.2.1.6 Linguistic localisation 175
8.2.1.7 Cultural adaptation 178
II
9 Media Relations I81
9.1 Building successful relations with the media 181
9.2 International media relations 185
9.3 Guidelines for successful media relations 186
9.3.1 The media database 186
9.3.2 The text type 'press information' 187
9.3.3 The right perspective 189
9.3.4 The right manner 192
9.3.5 The press kit 194
9.4 Benefits of professional media work 195
PART II SEMIOTIC AND LINGUISTIC ANALYSIS OF
PROMOTIONAL LITERATURE 197
10 Functional Analysis of Advertising 199
10.1 Conveying information 199
10.2 Motivating the customer to buy 202
10.3 Reinforcing the decision to buy 205
10.4 Socialising 205
10.5 Entertaining 205
10.6 Strategies to achieve the communication objectives 206
11 Linguistic and Semiotic Analysis of Advertising 210
11.1 Linguistic features of the language of advertising 210
11.1.1 Functions of advertising language 210
11.1.2 Functional and practical stylistics of advertising language 216
11.1.3 Lexical features of advertising language 218
11.1.4 Grammatical and syntactic features of advertising language 222
/1.1.4.1 Syntactic features 222
11.1.4.2 Spelling 225
11.1.5 Ambiguity in advertising language 227
/ /. I.S. I Semantic ambiguity and puns 227
/ /. / .S.2 Syntactic ambiguity 233
/ /. / .5.3 Ambiguity of reference 233
11.1.6 A Pragmatic approach to the language of advertising 235
11.1.7 An illustrative linguistic analysis of headlines 236
/1.1.7.1 Stylistic features of headlines 237
/ /. (.7.2 Linguistic peculiarities of headlines 238
11.2 A semiotic analysis of visual communication in advertising 244
11.2.1 Functions and visual rhetoric 244
112.2 Types of visualisation 248
11.2.3 Other visual elements 251
/1.2.3.1 Corporate Design „. 251 ;
//.2J.2 Colours 252 J
11.23.3 Fonts 254 j
12 j
12 A Linguistic Analysis of International Sales Literature in Saxon SME's 256
12.1 Evaluation of samples 256
12.2 Qualitative sample analysis 264
12.3 Analysis of individual criteria 271
12.3.1 Perspective 272
12.3.2 Use of pronouns / referents 275
12.3.3 The title 276
12.3.4 The headline concept 277
12.3.5 Subheads and captions 278
12.3.6 The slogan 278
12.3.7 Stylistic devices 279
12.3.8 Syntax 280
12.3.9 Register 282
12.3.10 Spelling and grammar 283
12.3.10.1 Spelling and punctuation 283
/ 2.3.10.2 Grammar 285
12.3.11 Conventions 286
12.3.12 Interference 286
12.3.12.1 Lexical interference 287
12.3.12.2 Syntactic interference 288
12.3.13 Visual appearance, scannability, use of photos 290
12.4 Summary 291
PART III MERGING RESULTS 293
13 Conclusion: International Communication in Saxon SMEs
and the Function of a Communications Consultant 295
13.1 Management of international communication tasks in Saxon SMEs 296
13.2 Areas of improvement from the companies' perspective 298
13.3 Comparison with the communicative needs defined in this study 299
13.4 The concept of a "resource" or communications consultant 300
13.5 Executive summary 307
Zusammenfassung der Arbeit auf Deutsch . 308
Appendices.™.™.™.™.™.™.™.™.™.™.™. 320
Appendix I: Blank questionnaire used as a basis of the empirical investigation 320
Appendix II: Questionnaire with results 328
Appendix III: Linguistic analysis of 24 sample brochures 335
Bibliography. . . _.™.™. ™.™ „ ™.™.~ ~™363
List of Abbreviations 379
| 13
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| author | Sternkopf, Sylva-Michèle 1974- |
| author_GND | (DE-588)129436666 |
| author_facet | Sternkopf, Sylva-Michèle 1974- |
| author_role | aut |
| author_sort | Sternkopf, Sylva-Michèle 1974- |
| author_variant | s m s sms |
| building | Verbundindex |
| bvnumber | BV020839482 |
| classification_rvk | HD 232 HF 131 QP 600 |
| classification_tum | WIR 810f LIN 304f |
| ctrlnum | (OCoLC)181477001 (DE-599)BVBBV020839482 |
| dewey-full | 330 420 |
| dewey-hundreds | 300 - Social sciences 400 - Language |
| dewey-ones | 330 - Economics 420 - English & Old English (Anglo-Saxon) |
| dewey-raw | 330 420 |
| dewey-search | 330 420 |
| dewey-sort | 3330 |
| dewey-tens | 330 - Economics 420 - English & Old English (Anglo-Saxon) |
| discipline | Anglistik / Amerikanistik Wirtschaftswissenschaften Sprachwissenschaften |
| discipline_str_mv | Anglistik / Amerikanistik Wirtschaftswissenschaften Sprachwissenschaften |
| format | Book |
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| id | DE-604.BV020839482 |
| illustrated | Illustrated |
| index_date | 2024-07-02T13:16:01Z |
| indexdate | 2024-07-09T20:26:20Z |
| institution | BVB |
| isbn | 3865960545 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014161383 |
| oclc_num | 181477001 |
| open_access_boolean | |
| owner | DE-1028 DE-12 DE-1102 DE-1051 DE-11 DE-2070s |
| owner_facet | DE-1028 DE-12 DE-1102 DE-1051 DE-11 DE-2070s |
| physical | 379 S. graph. Darst. |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Frank & Timme |
| record_format | marc |
| spelling | Sternkopf, Sylva-Michèle 1974- Verfasser (DE-588)129436666 aut English in Marketing international communication strategies in small and medium-sized enterprises Sylva-Michèle Sternkopf Berlin Frank & Timme 2005 379 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Englisch (DE-588)4014777-0 gnd rswk-swf Klein- und Mittelbetrieb (DE-588)4031031-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Englisch (DE-588)4014777-0 s Kommunikationsstrategie (DE-588)4201794-4 s Klein- und Mittelbetrieb (DE-588)4031031-0 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014161383&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sternkopf, Sylva-Michèle 1974- English in Marketing international communication strategies in small and medium-sized enterprises Kommunikationsstrategie (DE-588)4201794-4 gnd Englisch (DE-588)4014777-0 gnd Klein- und Mittelbetrieb (DE-588)4031031-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4201794-4 (DE-588)4014777-0 (DE-588)4031031-0 (DE-588)4037589-4 |
| title | English in Marketing international communication strategies in small and medium-sized enterprises |
| title_auth | English in Marketing international communication strategies in small and medium-sized enterprises |
| title_exact_search | English in Marketing international communication strategies in small and medium-sized enterprises |
| title_exact_search_txtP | English in Marketing international communication strategies in small and medium-sized enterprises |
| title_full | English in Marketing international communication strategies in small and medium-sized enterprises Sylva-Michèle Sternkopf |
| title_fullStr | English in Marketing international communication strategies in small and medium-sized enterprises Sylva-Michèle Sternkopf |
| title_full_unstemmed | English in Marketing international communication strategies in small and medium-sized enterprises Sylva-Michèle Sternkopf |
| title_short | English in Marketing |
| title_sort | english in marketing international communication strategies in small and medium sized enterprises |
| title_sub | international communication strategies in small and medium-sized enterprises |
| topic | Kommunikationsstrategie (DE-588)4201794-4 gnd Englisch (DE-588)4014777-0 gnd Klein- und Mittelbetrieb (DE-588)4031031-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Kommunikationsstrategie Englisch Klein- und Mittelbetrieb Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014161383&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT sternkopfsylvamichele englishinmarketinginternationalcommunicationstrategiesinsmallandmediumsizedenterprises |