INTERNATIONAL COMMUNICATIONS Session 9
EXTERNAL, INTERNAL AND INTERACTIVE MARKETING
THE DIMENSIONS OF EXTERNAL MARKETING COMMUNICATIONS
FAILURE IN INTERNATIONAL MARKETING COMMUNICATIONS Within Company Control <ul><li>Inconsistency of messages conveyed to cus...
FAILURE IN INTERNATIONAL MARKETING COMMUNICATIONS Outside Company Control <ul><li>Counterfeiting </li></ul><ul><li>Paralle...
DRIVERS FOR COMMUNICATION Standardisation v’s adaption <ul><li>Standardisation </li></ul><ul><ul><li>Improve efficiency </...
PROMOTIONAL OBJECTIVES Sales and Brand/Product Communication Related <ul><li>Increasing market share at the expense of loc...
PUSH AND PULL STRATEGIES
INTERNAL & EXTERNAL INTERNATIONAL COMMUNICATION PROGRAMMES Internally Focussed
INTERNAL & EXTERNAL INTERNATIONAL COMMUNICATION PROGRAMMES Externally Focussed (Marketing Mix)
MARKETING COMMUNICATION TOOLS #1 <ul><li>Personal selling and word of mouth </li></ul><ul><li>Exhibitions and trade fairs ...
MARKETING COMMUNICATION TOOLS #2 <ul><li>Sales promotions </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Communicati...
Top 10 Global Advertisers (2006)
THE CHARACTERISTICS OF THE INTERNET The six I’s Adapted from J Deighton (1996)
THE OBJECTIVES OF  RELATIONSHIP MARKETING <ul><li>Maintain and build existing customers </li></ul><ul><ul><li>by offering ...
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Ch9

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Ch9

  1. 1. INTERNATIONAL COMMUNICATIONS Session 9
  2. 2. EXTERNAL, INTERNAL AND INTERACTIVE MARKETING
  3. 3. THE DIMENSIONS OF EXTERNAL MARKETING COMMUNICATIONS
  4. 4. FAILURE IN INTERNATIONAL MARKETING COMMUNICATIONS Within Company Control <ul><li>Inconsistency of messages conveyed to customers </li></ul><ul><li>Different styles of presentation of corporate identity, brand and product image </li></ul><ul><li>Lack of co-ordination of messages e.g. press releases, advertising campaigns </li></ul><ul><li>Differences in fields of perception of sender and receiver </li></ul>
  5. 5. FAILURE IN INTERNATIONAL MARKETING COMMUNICATIONS Outside Company Control <ul><li>Counterfeiting </li></ul><ul><li>Parallel importing </li></ul><ul><li>Competitors, governments or pressure groups </li></ul>
  6. 6. DRIVERS FOR COMMUNICATION Standardisation v’s adaption <ul><li>Standardisation </li></ul><ul><ul><li>Improve efficiency </li></ul></ul><ul><ul><li>Provision of added-value (perceived) </li></ul></ul><ul><ul><li>Consistency </li></ul></ul><ul><li>Adaption </li></ul><ul><ul><li>Cultural differences </li></ul></ul><ul><ul><li>Political and legal constraints </li></ul></ul><ul><ul><li>Local circumstances </li></ul></ul>
  7. 7. PROMOTIONAL OBJECTIVES Sales and Brand/Product Communication Related <ul><li>Increasing market share at the expense of local/international competitors </li></ul><ul><li>identifying new potential customers or obtaining a specific number of responses to a promotional campaign </li></ul><ul><li>Reducing the impact of competitors in the market </li></ul><ul><li>Increasing the value of the corporate brand and the product image </li></ul><ul><li>Helping to establish the position or re-position the product or brand </li></ul><ul><li>Increasing awareness levels especially in new country markets </li></ul><ul><li>Changing consumers’ perceptions or products, brands or the firm </li></ul>Source: Wilson R & Gilligan C (2003)
  8. 8. PUSH AND PULL STRATEGIES
  9. 9. INTERNAL & EXTERNAL INTERNATIONAL COMMUNICATION PROGRAMMES Internally Focussed
  10. 10. INTERNAL & EXTERNAL INTERNATIONAL COMMUNICATION PROGRAMMES Externally Focussed (Marketing Mix)
  11. 11. MARKETING COMMUNICATION TOOLS #1 <ul><li>Personal selling and word of mouth </li></ul><ul><li>Exhibitions and trade fairs </li></ul><ul><li>Trade missions </li></ul><ul><li>Advertising </li></ul><ul><ul><li>TV advertising </li></ul></ul><ul><ul><li>Press advertising </li></ul></ul><ul><li>Use of agencies and consultancies </li></ul><ul><ul><li>Financial </li></ul></ul><ul><ul><li>Specialist knowledge </li></ul></ul><ul><ul><li>Creative input </li></ul></ul><ul><ul><li>External perspective </li></ul></ul>
  12. 12. MARKETING COMMUNICATION TOOLS #2 <ul><li>Sales promotions </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Communicating with a wider range of stakeholders </li></ul><ul><ul><li>Corporate identity </li></ul></ul><ul><ul><li>Sponsorship and celebrity endorsement </li></ul></ul><ul><ul><li>Public Relations </li></ul></ul>
  13. 13. Top 10 Global Advertisers (2006)
  14. 14. THE CHARACTERISTICS OF THE INTERNET The six I’s Adapted from J Deighton (1996)
  15. 15. THE OBJECTIVES OF RELATIONSHIP MARKETING <ul><li>Maintain and build existing customers </li></ul><ul><ul><li>by offering more tailored and cost-effective business solutions </li></ul></ul><ul><li>Use existing relationships to obtain referral to business units and other supply chain members </li></ul><ul><ul><li>that are perhaps in different parts of the world and not currently customers </li></ul></ul><ul><li>Increase the revenue from customers by offering solutions that are a combination </li></ul><ul><ul><li>of products and services </li></ul></ul><ul><li>Reduce the operational and communications cost of servicing the customers </li></ul><ul><ul><li>including the work prior to a trading relationship. </li></ul></ul>

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