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Lesson#44
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PROMOTING IN INTERNATIONAL MARKETS
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PROMOTING IN INTERNATIONAL MARKETS
International promotions mix:
Is the total marketing communications program and comprises of
five major promotional tools, that are;
Advertising -
any paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor
Personal selling -
personal presentation by the firm’s
sales force for the purpose of making sales &
building customer relations
Direct marketing -
use of mail, telephone, internet, and
other non-personal contact tools to
communicate with customers and prospects
Sales promotion -
short-term incentives to encourage the
purchase or sale of a product or service
Public Relationing -
building good relations with the
company’s various publics, building up a
good “corporate image” & handling unfavorable events
Developing effective international communications:
Identifying first the target audience
(individuals, groups, special publics
or general public).
Target audience will heavily affect the communicator’s decision:
– on what will be
said
– how it will be
said
– when it will be
said
– where it will be
said
– who will say it
Factors influencing the setting international promotion mix:
• type of product /
market
• size / dispersion
of market
• push versus pull
strategy
• buyer readiness
stage
• product lifecycle
stage
• availability of
media
• market
sophistication
• nature & level of
competition / clutter
• company’s market
position / objectives
• company’s
resources
• regulations
Changing face of international marketing communications:
• shifting away
from mass marketing to focused marketing
• growth of direct
marketing
Page
135
– direct mail &
catalogue marketing
– telemarketing
– television direct
marketing (1-900-)
• home shopping
channels
– online shopping
(using computer)
– internet (global
reach)
– in-house,
house-to-house selling
Socially responsible marketing communication needed:
- avoid fake & deceptive ads
- refrain from making exaggerated claims
- do not use bait & switch advertising
- avoid irritants (faxes, e-mails, phone calls)
- refrain from invasion of privacy
- avoid exploiting emotions (love, fear, deprivation)
International advertising environment:
- Involves complexities of cross-cultural communications
- Consumer values and behavior patterns vary from one country to
another (language, level of
context needed, life styles, values, norms & customs, ethics &
moral standards, taboos)
- Differences in media and their availability
- Differences in regulations and market environment (economic,
cultural, demographic,
political/legal)
Advertising in developed countries:
- Emphasize consumer goods, their retailing and advertising
through mass media
- Heavy advertising and economic development go hand in hand
- Restrictions in some countries
Advertising in developing countries:
- Many less developed countries are sellers’ market
- Most product markets are geographically limited
- Media not highly developed
- Advertising plays a less significant role in marketing
- Do not have many resources to allocate for advertising
Advantages of international standardized advertising:
– economies of
scale in production & distribution
– lower planning &
control costs
– lower advertising
production costs
– ability to
exploit good ideas on worldwide basis
– ability to
introduce new products worldwide quickly
– a consistent
international brand / company image
– simplification of
coordination and control of advertising programs
– targets global
consumer segments
Constraints on standardizing international advertisements:
• language and
attitude differences
• media
availability and infrastructure
• economic
differences
• local
distributors
• differences in
tastes & attitudes
• difference in
cultures
• difference in
needs & usage patterns
• difference in
lifestyles
• difference in
perception of product
• difference in
degree of market maturity
• difference in
advertising regulations
– advertising of
“vice products” and pharmaceuticals
– comparative
advertisements (comparing with other brands – disallowed or a must to
substantiate)
– advertising
towards children -disallowed
When standardized advertising is appropriate:
- brands that can be adapted for a visual appeal that avoid the
problem of trying to translate words
- brands that are promoted with image campaign based on themes
that play universal appeal
- new high-tech products
- many luxury products targeted at rich
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