Marketing in the Middle East
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Transcript of Marketing in the Middle East
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8/2/2019 Marketing in the Middle East
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Stefanie Bayer
Alfredo Daz Palancar
Andreas Lempidakis
Len Zenteno-Tovar
09.04.2008
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Marketing in the Middle East
Human Resources Management
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| Founded in 2001 in Amman, Jordan
By Maher Mouasher, Faris Nimry and a third passiveinvestor
| Re-branded to , which is Arabic for support
BOSSit = Back Office Support Services using Information Technology
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BOSSits Business
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| Customer service for companies to outsource this function to
| Superior, high-quality customer support via informationtechnology
| New level of customer service
| In English and Arabic
| Initially: respond to customer phone and email inquiries| Later: detailed customer tracking and customer-tailored services
| Idea:
Aquire knowledge about customers products and services
Train Customer Support Representatives (CSRs)
CSRs are clients off-site customer support department
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Application to Jordan society
| Jordan has the desire to become an IT leader
| King Abdullah II supports technological development| High level of education / university graduates
| Good relations with the US / many US subsidaries
BUT:
| Customer support remained unfamiliar concept in Jordan
| Outsourcing customer support totally new
Help from John Whiting, retired American executive
Hiring a new Marketing Director from the US, Ali Oveissi
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Expectations on work environment
| Task for the Marketing Department
| To develop a structured approach to acquiring new clients based on western
strategies
| Expectations by implementing a western marketing strategy
| Employees balance their work requirements as needed
| Reliability of partners to lead to a successful business
| Use of available technology to show delivery capabilities
| Deliver on promised timeline as agreed on meetings
| Employees show personal & religious orientation at work
| Suppliers & Partners conduct business through
unfulfilled formalities
| Relationships & trust secure customers
| Delays and cancelations of deliveries w/o previous notice
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Differences between USA & Jordan at work
USA Jordan
1 40-hour Workweek Flexible working hours
2 Work effectiveness orientation Personal/Religious orientation
3 Regular attendance as self professional mgt.Irregular attendance (strict control by the top
mgt)
4 Appointments are guides to action Appointments are a respectful formality
5 Work is conducted through goals and plans Work is conducted through personal contacts
6 Meetings are a exchange information channel Meetings are used to establish trust
7Promises are fulfilled as a result of
compromised progress
Unfulfilled promises are normal and progress
is not constant shown
8Institutions deliver reliable and updated
information
Official information from institutions are not
reliable
9Business approach are formal and informative
regarless the relationship between partiesBusiness approach with "meal & deal"
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Accepted/No-Accepted US-American ways in Jordan
| TV-Media
| Education
| Communication
| Sophisticated ways of conducting business
| Collective campaign for acquiring customers
| Rigid work hours
| Informative meeting
| Commitment to work activities
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Wastah what is it about?
Its not about the money
Its not about power
Its about TRUST
Its about Friendship
If one uses it there will be a timethat he will have to repay the
favor
From little things to BIG things
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The Role of Wastah in the Arab World
The Arab World
Everybody uses it
Everybody respects it
Not everybody agrees with it
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Wastah Controversies
Competence has nothing to dowith it
Not everybody gets favored
Its known that a society mayshow downfalls when vastly used
The new generation of the Arab
World has strong disagreements
on its use
Example: A university degree or
even a PHD wont give you the
right job, but you fathers
connections might.
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The Role of Wastah in the Arab World
AMMAN
A Wastah society
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Marketing in the Arab World
One does not Go Looking for clients
Commercials are considered desperate
measures
Most western marketing tactics are
considered a taboo
One uses Wastah to approach potential
clients
A client will use the services of a companyor a person only if he Checks out through
Wastah
When a representative of company meats
a potential client, they dont talk about
business right away
Going straight to business is just impolite
in order for a deal to close, regardless of
the magnitude, several dinners will take
place and at the end very seldom a contract
will be signed
Verbal contract is above any other form of
contracts
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The Role of Wastah in the Arab World
Traditional Marketing Approach
Through the Stomach comes
Wastah
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Marketing in the Middle East and the western approach:
Melting business cultures
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CUSTOMER
PARTNERS TEAM
BUSINESSCULTURE(WASTAH)
The Jordan traditions are part of the society and business culture.
In order enter the market adequately it is important to understand, adopt and somehowbe able to adaptmarketing activities to Jordan the Bizz Culture combination would bebest!
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Understanding the Jordanian ETIQUETTE:
Hierarchy and rigid structures.Social relationship with your Jordaniancounterparts. Respect and friendship In a business setting,Mutual benefitand trust One uses Wastah to approach potential
clients
Marketing in the Middle East and the western approach:
Melting business cultures
Working out your CUSTOMERS:
Approaching focus customers Developing a social relationship with yourJordanian counterparts
Leisurely pace over tea and coffeeFocus on cost savings and efficiencyimprovementUse actual customers reference list as push-
pull effectDONT rush !!
Understanding your TEAM:
Deadlines and punctuality are notnecessarily a priority-Appointments for times of
day rather than precise hours. Properly train them, and provide on-timecomprehensive support.
Conflicts in the workplace are usuallyaddressed privately
Work meetings with clear Agenda anddeliveries
Finding your partners:
Find competent local firms that are capableof organizing marketing campaigns
Commit to local agents, properly trainthem, and provide on-time comprehensive
support
Marketing mix together with local partners
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See also: http://www.sanad.jo/
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Questions?
Human Resources Management
http://www.sanad.jo/http://www.sanad.jo/http://www.sanad.jo/