Marketing Communication Strategies For International Marketing Essay

1. Should he pay the “commission” and, if so, to whom? Explain your reasoning. If he pays, how should he handle the situation with the sales manager and the vice president of sales? In your answer, include a discussion of the arguments in favor of paying and the arguments in favor of not paying.

• The company should find effective way to communicate about the product in public to boost up the sale of existing product but this plan does not work every time and it can be tricky also.

For example T.V, the net, text messages and emails have all provided new and effective ways of marketing internationally and at a cheap price. This means that communication possibilities and user interaction between promotional campaigns is much easier.

A product extension/communications adaptation would be ideal for the Canadian market. The communication methods needs to adapt to target the different areas and types of buyers. The Canadians and the government need to be targeted would be considered the 2 types of buyers. Canadians are obsessed with hockey, creating an advertisement and having a local or professional hockey player endorse the product would be very effective at targeting the Canadian consumer and appealing to large

Products tend to go through different stages, each stage being affected by different competitive conditions. These stages require different marketing strategies at different times if sales and

1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific?

While the distribution of the product fits the target market, it also harmonizes well with the marketing mix. The place where the product is distributed is highly important (Perner, n.d.; Place, n.d., Ramsey, 2012). Products gain a

(2) The different marketing strategies can be used through different brand names. For instance, marketing strategy can be applied in Europe market and U.S. market differently because the different target needs.

* Improving the image of the product by going directly to the consumer with an effective communication strategy.

Marketing has evolved through a change in production and consumption due to the advent of new technology (Ranchhod, 2004). The development of technology has also driven the globalisation of communication. During this period, consumers are facing a variety of choices (Jackson and Shaw, 2009). Thus, companies need to actively embrace these changing factors to grow their business and succeed in the marketplace.

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

Marketing is an essentially about marshalling the resources of the organization so that they can meet the changing needs of the customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is “The management process which identifies, anticipates and supplies the customer requirements efficiently and profitability”.

The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies’ behavior should be uniform to minimize total costs and promote a global corporate image. The other argues for the need for adaptation to fit the unique dimensions of each local market. This research investigates companies’ practical level of adaptation and standardization in international markets. It identifies

The most challenging decision that a company may face in internationalization is the degree of standardization or adaptation in its operations. The question of standardization or adaptation affects all avenues of a business’ operations, such as R&D, finance, production, organizational structure, procurement, and the marketing mix. Whether a company chooses to standardize or adapt its operations depends on its attitudes toward different cultures. These attitudes are defined by three orientations toward foreign culture: ethnocentric, polycentric, and geocentric.

Marketing strategies varies from one market to another and from one product to another. For example the marketing strategy of Daewoo is different from Ford. The main marketing strategy of Daewoo was how to break onto the relatively mature USA market in order to become a meaningful player in a short period of time, while ford's problem was basically an internally focused one, indicating how IT influenced the organization design and global marketing strategy.