The document discusses key factors that affect the communication process in international marketing. It identifies four elements of communication - a sender, message, channel, and receiver. It then examines how language, economic, socio-cultural, legal/regulatory, and competitive differences across countries can influence how effectively the message is conveyed. Marketers must understand these contextual factors to develop culturally appropriate communications that resonate with target audiences abroad.

1. Putting the Marketing Plan into action

2.  The Communication process
 Key attributes of effective communication
 Other factors affecting the communication
process
 Language differences
 Economic differences
 Socio-cultural differences
 Legal and regulatory conditions
 Competitive differences

3. Source Communication Message
(marketing objective (Advertisement,
point of purchase,
communicator ) (awareness, image,
display, etc
influence behaviour)
FEEDBACK
Message
channel(s)
Noise
(interference (media)
Interruption))
Communication
outcome
Brand awareness, attitude
change, brand associates,
Receiver
behaviour) (target audience)

4.  Seller needs clear
understanding of …
 A sender
 Purpose of message
 A message  Audience to be reached
 How audience will
 A communication interpret and respond to
channel message
 Absence of noise
 A receiver (audience)  Good ‘fit’ between
medium and message
Four elements To be effective…

5.  The message may not get  The message may reach
through to the intended the target audience and
recipient be understood but still
◦ advertiser’s lack of may not compel the
knowledge about matching
media to audience? recipient to take action
 A lack of cultural knowledge
about the target audience
 The message may reach
the target audience but
may be misunderstood or  The effectiveness of the
even understood message can be impaired
◦ inadequate understanding by noise
of target market’s level of ◦ competitive advertising,
sophistication or improper other sales personnel,
encoding confusion at receiving end
Hmmmm ….. More hmmm…

6. Rm with an offering (product or service)
Factors influencing the communication process

Language differences Legal/regulatory differences
Economic differences Competitive differences
Socio-economic differences
CONTEXT OF CONTEXT OF
HOME COUNTRY FOREIGN COUNTRY
Channel
Message or medium
Sender
Firm’s message • Mass Receiver
Firm with an
translated into communication (audience)
offering
‘market’ media Potential
(product or
language • Personal selling customer)
service)
(word of mouth)
etc.
Noise
•Competitor
communications
•Distractions etc.

7. ◦ Slogan or advertising
copy that is effective in
one language may mean
something different in
another
◦ May need to adapt
domestic trade names,
sales presentation
materials and
advertisements for
international markets
Language differences Woops …..

8. Electrolux
-Scandinavian vacuum manufacturer
-Used following in a U.S. ad campaign:
‘Nothing sucks like an
Electrolux’

9.  Developing countries  Dimensions of culture
◦ Religion
◦ may have radios
◦ Attitudes
◦ may not have TV sets
◦ Social conditions
◦ Education
 Countries with low
literacy  Affect how individuals
◦ visual or oral ◦ perceive environment
communication more ◦ Interpret signals and
symbols
effective
◦ written communication
◦ eg. white associated with
less effective grief in Asia.
 Washing powder?
Economic differences Socio-cultural differences

10.  Local advertising  http://www.youtube.co
regulations & industry m/watch?v=aW2krlJ75
codes? oU&feature=related
 Restrictions on content,
language & sexism?
 Type of product that can  http://www.youtube.co
be advertised? m/watch?v=q1cv9l3uu
Tobacco, alcohol

1c
 More regulation in
developed economies
than developing
economies
Legal &regulatory conditions Banned commercials….

11.  Competitors vary from
country to country in
terms of:
◦ Number
◦ Size
◦ Type
◦ Promotional strategies
used
 Firms may have to
adapt promotional
strategy and timing to
local environment
Competitive differences

12. JAPAN
Japan totally reinvents McDonald's with
its Ebi Filet-O (shrimp burgers), Koroke
Burger (mashed potato, cabbage and
katsu sauce, all in a sandwich), Ebi-
Chiki (shrimp nuggets) and Green Tea-
flavoured milkshake!
CHILE
In Chile , you can dress your burgers
with - not ketchup but avocado paste!
INDIA
In India , there are no Big Macs
because the Hindu people don't eat
beef. However, they have the Maharaja
Mac which is a Big Mac made of lamb
or chicken meat. There is also a
vegetarian burger, the McAloo Tikki.