Ch14 International Consumer Relations（课件）- 《公共关系实务》同步教学（清华大学版）

The Practice of Public Relations Fourteenth Edition Chapter 14 International Consumer Relations If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) 1 Learning Objectives 14.1 To examine the important public of “consumers,” both in the United States and around the world. 14.2 To explain the nuances of consumer relations; dealing persuasively with customers and prospects to build an agreeable consumer experience. 14.3 To discuss the growth of the “consumer movement” in America and around the world. 14.4 To discuss the differences in media and management between international organizations and those in the United States. 2 Opening Example: Out of Cluck Companies must be sensitive to the fact that when you make a mistake in another country, word travels In early 2018, many of KFC’s 900 stores throughout the United Kingdom and Ireland ran out of chicken Kentucky Fried Chicken ran out of chicken at many of its 900 stores through-out the United Kingdom and Ireland. KFC hired a new distribution company to deliver its products. There was an operational issue at a warehouse. 3 KFC’s Response KFC took out full-page ads to apologize for the fiasco They jumbled the letters on the chicken bucket to read FCK KFC apologized for the fiasco. 4 Think Global, Act Local Thanks to e-commerce, the world continues to evolve into a society of consumers Global companies must be sensitive to local surroundings Deliver dependable products in a manner that is service-oriented and ethical Thinking global and acting local is important. At the core of international consumer relations lies an attitude of delivering dependable products in a manner that is service-oriented and ethical. The aim is to offer products and brands that are stellar not only in quality but also in reputation. 5 Learning Objective 14.1 To exami