Page 217 - International Marketing

NPP

BRILLIANT'S Overseas Market 219

 There was a negative publicity some years back, in Western
Countries about Indian carpets, in the weaving of which it was
claimed that child labor was extensively used.
 Boycott of American beef by European consumers, since it was
from hormone injected cows, on the belief that it was carcinogenic.
So, to deal with such negative publicity, the company should not get
into the arguments with the media for reporting unfavorable news. At the
same time, it should not also totally ignore the adverse, publicity or take
a 'no comment' stand. An action plan should be immediately put in place
to handle enquiries; reports should be prepared highlighting the facts and
enquiries should be handled with speed and candor. Instead of waiting for
the media to seek information or avoiding it, it is better for the company to
be proactive, call the media and brief on the steps taken to safeguard the
public interest.
For instance, McDonald's has done this in India to counter the negative
publicity it received regarding the use of beef in French fries. 
FAIRS AND EXHIBITIONS

Q.35. Write a note on “Promotion of Products with the help of trade
fairs and exhibitions in overseas market.” [MBA 2012]
OR
How will you prepare your company’s participation plan for
International Trade fairs/Trade shows/Exhibitions?
[MBA (FT) 2007]
OR
Write a short note on Promoting Product through trade fairs
and exhibitions-conceptual difference. [MBA (FT) 2004]
Introduction
Trade fairs and exhibitions are designed to bring together individuals
associated with a common business or activity for the purpose of reviewing,
demonstrating, marketing and selling materials and products related to
their common interest.
Trade fairs and exhibitions constitute the means of presenting goods
and services in an attractive manner with the aid of color, light and motion
in order to catch the imagination of the visitor, attract his attention and get
his interest in the objects displayed. Fairs are more useful for industrial
products where demonstration is more effective.
Participation in a trade fair will help an exporter to have an idea of,
(i) What is available in the market concerned.