Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/1

INTERNATIONAL COMMUNICATIONS

Session 9

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/2

EXTERNAL, INTERNAL AND INTERACTIVE MARKETING

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/3

THE DIMENSIONS OF EXTERNAL MARKETING COMMUNICATIONS

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/4

FAILURE IN INTERNATIONAL MARKETING COMMUNICATIONS

Within Company Control

• Inconsistency of messages conveyed to customers

• Different styles of presentation of corporate identity, brand and product image

• Lack of co-ordination of messages e.g. press releases, advertising campaigns

• Differences in fields of perception of sender and receiver

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/5

FAILURE IN INTERNATIONAL MARKETING COMMUNICATIONS

Outside Company Control

• Counterfeiting

• Parallel importing

• Competitors, governments or pressure groups

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/6

DRIVERS FOR COMMUNICATIONStandardisation v’s adaption

• Standardisation– Improve efficiency– Provision of added-

value (perceived)– Consistency

• Adaption– Cultural differences– Political and legal

constraints– Local circumstances

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/7

PROMOTIONAL OBJECTIVESSales and Brand/Product Communication Related

• Increasing market share at the expense of local/international competitors

• identifying new potential customers or obtaining a specific number of responses to a promotional campaign

• Reducing the impact of competitors in the market

• Increasing the value of the corporate brand and the product image

• Helping to establish the position or re-position the product or brand

• Increasing awareness levels especially in new country markets

• Changing consumers’ perceptions or products, brands or the firm

Source: Wilson R & Gilligan C (2003)

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/8

PUSH AND PULL STRATEGIES

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/9

INTERNAL & EXTERNAL INTERNATIONAL COMMUNICATION PROGRAMMES

Internally Focussed

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/10

INTERNAL & EXTERNAL INTERNATIONAL COMMUNICATION PROGRAMMES

Externally Focussed (Marketing Mix)

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/11

MARKETING COMMUNICATION TOOLS #1

• Personal selling and word of mouth• Exhibitions and trade fairs• Trade missions• Advertising

– TV advertising– Press advertising

• Use of agencies and consultancies– Financial– Specialist knowledge– Creative input– External perspective

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/12

MARKETING COMMUNICATION TOOLS #2

• Sales promotions

• Direct Marketing

• Communicating with a wider range of stakeholders– Corporate identity– Sponsorship and celebrity endorsement– Public Relations

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/13

Top 10 Global Advertisers (2006)

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/14

THE CHARACTERISTICS OF THE INTERNETThe six I’s

Adapted from J Deighton (1996)

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch9/15

THE OBJECTIVES OF RELATIONSHIP MARKETING

• Maintain and build existing customers– by offering more tailored and cost-effective business

solutions• Use existing relationships to obtain referral to

business units and other supply chain members– that are perhaps in different parts of the world and not

currently customers• Increase the revenue from customers by offering

solutions that are a combination– of products and services

• Reduce the operational and communications cost of servicing the customers– including the work prior to a trading relationship.