Evaluate the campaign relative to the goals specified Roy Philip. Marketing problems Require careful marketing research Thoughtful and creative advertising campaigns In country, regional, and global markets. Increased need for more sophisticated advertising strategies Balance between standardization of advertising themes and customization Consumer cultures Roy Philip. Different cultures usually agree on the benefit of the primary function of a product or service Other features and psychological attributes of the item can have significant differences Cameras Yogurt Almonds.
Blue Diamond Assumes that no two markets will react the same Each has its own set of differences Each will require a different marketing approach and strategy Roy Philip. Pan-European communications media highlights need for more standardized promotional efforts Costs savings with a common theme in uniform promotional packaging and design Legal restrictions slowly being eliminated.
Comparative advertising Advertising of specific products Control of advertising on television Accessibility to broadcast media Limitations on length and number of commercials Internet services Special taxes that apply to advertising. Language is one of the major barriers to effective communication through advertising Translation challenges Low literacy in many countries Multiple languages within a country In-country testing with the target consumer group avoids problems caused by linguistic differences.
Media Limitations 16 and Production and Cost Limitations Media limitations may diminish the role of advertising in the promotional program Examples of production limitations: Poor-quality printing Lack of high-grade paper.
Campaign Execution and Advertising Agencies Managed by advertising agencies Local domestic agency Company-owned agency Multinational agency with local branches. Compensation Commonly 15 percent throughout the world Some companies moving to reward-by-results. Consumer criticism Deceptive advertising Decency and blatant use of sex Self-regulation Government regulations. An integrated marketing communications IMC program includes coordination among advertising, sales management, public relations, sales promotions, and direct marketing Currently companies are basing their advertising strategies on national, subcultural, demographic, or other market segments The major problem facing international advertisers is designing the best messages for each market served Roy Philip.
The availability and quality of advertising media vary substantially around the world Advances in communication technologies are causing dramatic changes in the structure of the international advertising and communications industries.
Open navigation menu. Close suggestions Search Search. User Settings. Skip carousel. Carousel Previous. Carousel Next. What is Scribd? Explore Ebooks. Bestsellers Editors' Picks All Ebooks. Explore Audiobooks. Bestsellers Editors' Picks All audiobooks. Explore Magazines. Editors' Picks All magazines. Explore Podcasts All podcasts. Difficulty Beginner Intermediate Advanced. Explore Documents. Student International Marketing 15th Edition Chapter Uploaded by Takeshi Ketchum.
Document Information click to expand document information Description: dgfdg. Did you find this document useful? Is this content inappropriate?
Report this Document. Description: dgfdg. Flag for inappropriate content. Download now. For Later. Related titles. Carousel Previous Carousel Next. Floristic constitution and certain ecological characters of two selected natural mangrove vegetation in Kollam district, Kerala. Jump to Page. Search inside document. Cateora, Mary C. Gilly, and John L. Competition, legal restraints, government controls, weather, fickle consumers, economic conditions, technological constraints, infrastructure concerns, culture, and political situations.
Roy Philip. Self-Reference Criterion SRC is an unconscious reference to ones own cultural values, experiences, and knowledge as a basis for decision. Risk of SRC:. Prevent you from becoming aware of cultural differences Influence the evaluation of the appropriateness of a domestically designed marketing mix for a foreign market Roy Philip. Cross-Cultural Analysis 1. Define business problem or goal in homecountry cultural traits, habits, or norms 2.
Define business problem or goal in foreigncountry cultural traits, habits, or norms through consultation with natives of target country 3. Isolate the SRC influence and examine it carefully to see how it complicates the problem 4. Redefine the problem without SRC influence and solve for the optimum business goal situation Roy Philip. Foreign orders stimulate a companys interest to seek additional international sales.
Firm has little or no intention of maintaining continuous market representation Foreign sales activity declines and is withdrawn when domestic demand increases. Regular Foreign Marketing Proactive Dedicated production capacity for foreign markets Strategy: Firm employs domestic or foreign intermediaries Uses its own sales force or sales subsidiaries.
Products are adapted for foreign markets as domestic demand grows Firms depend on profits from foreign markets. International Marketing Proactive Fully committed and involved in foreign markets and international activities Production takes place on foreign soil earning firms the MNC Multinational Corporation title Fedders being proactive: Looked to Asia for future growth after stymied U.
Global Marketing Proactive The firm sees the world as one market! Market segmentation is now defined by income levels, usage patterns, or other factors that span the globe More than half of its revenues come from abroad The firm has a global perspective. Global Market Orientation This orientation entails operating as if all the country markets in a companys scope of operations including the domestic market were approachable as a single global market and standardizing the marketing mix where culturally feasible and cost effective.
Open navigation menu. Close suggestions Search Search. User Settings. Skip carousel. Carousel Previous. Carousel Next. What is Scribd? Explore Ebooks. Bestsellers Editors' Picks All Ebooks. Explore Audiobooks.
Bestsellers Editors' Picks All audiobooks. Explore Magazines. Editors' Picks All magazines. Explore Podcasts All podcasts. Difficulty Beginner Intermediate Advanced. Explore Documents. Student International Marketing 15th Edition Chapter 1. Uploaded by Arbab Usman Khan. Document Information click to expand document information Description: International Marketing.
Did you find this document useful? Is this content inappropriate? Report this Document. Description: International Marketing. Flag for inappropriate content. Download now. For Later. Related titles. Carousel Previous Carousel Next. Student International Marketing 15th Edition Chapter
0コメント