Ch9
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Ch9 Presentation Transcript

  • 1. INTERNATIONAL COMMUNICATIONS Session 9
  • 2. EXTERNAL, INTERNAL AND INTERACTIVE MARKETING
  • 3. THE DIMENSIONS OF EXTERNAL MARKETING COMMUNICATIONS
  • 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
  • 5. FAILURE IN INTERNATIONAL MARKETING COMMUNICATIONS Outside Company Control
    • Counterfeiting
    • Parallel importing
    • Competitors, governments or pressure groups
  • 6. DRIVERS FOR COMMUNICATION Standardisation v’s adaption
    • Standardisation
      • Improve efficiency
      • Provision of added-value (perceived)
      • Consistency
    • Adaption
      • Cultural differences
      • Political and legal constraints
      • Local circumstances
  • 7. PROMOTIONAL OBJECTIVES Sales 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)
  • 8. PUSH AND PULL STRATEGIES
  • 9. INTERNAL & EXTERNAL INTERNATIONAL COMMUNICATION PROGRAMMES Internally Focussed
  • 10. INTERNAL & EXTERNAL INTERNATIONAL COMMUNICATION PROGRAMMES Externally Focussed (Marketing Mix)
  • 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
  • 12. MARKETING COMMUNICATION TOOLS #2
    • Sales promotions
    • Direct Marketing
    • Communicating with a wider range of stakeholders
      • Corporate identity
      • Sponsorship and celebrity endorsement
      • Public Relations
  • 13. Top 10 Global Advertisers (2006)
  • 14. THE CHARACTERISTICS OF THE INTERNET The six I’s Adapted from J Deighton (1996)
  • 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.