What are the steps of the communications process and how can cultural differences affect the final message received?
1. An information source
The marketer and its product ready for promotion.
2. Encoding
Messaged translated into appropriate meaning.
3. A message channel
Advertising media and/or personal sales force.
4. Decoding
Encoded message interpreted as meaning.
5. Receivers
Action by consumer responding to decoded message.
6. Feedback
Evaluation of communications process and measure of action by receiver.
7. Noise
Competitive activities, other sales people, confusion etc.