Martínez Hernández Omar
Activity 1- International promotion elements
La promoción internacional es uno de los últimos elementos a considerar dentro
del marketing, es decir, son estrategias a través de las cuales daremos a conocer
nuestro producto en el mercado de destino. La promoción está basada en
procesos de comunicación como: la publicidad, las ventas personales, las
relaciones públicas y el publicity, son elementos que combinados de manera
adecuada generan una sinergia para lograr el éxito en la comercialización.
The international promotion is one of the last elements to consider in marketing are
strategies through which we will present our product in the target market. The
promotion is based on communication processes such as advertising, personal
selling, public relations and publicity, are elements that combined properly
generate synergy to achieve success in marketing.
La promotion internationale est l'un des derniers éléments à considérer dans le
marketing, ce sont des stratégies par lesquelles nous allons présenter notre
produit sur le marché cible. La promotion est basée sur des processus de
communication tels que la publicité, la vente personnelle, les relations publiques et
la publicité, sont des éléments qui combinent bien créer une synergie pour
atteindre le succès dans le marketing.
The objectives of the international promotion is launching a new product on the
market after investigation and setting targets to determine the most appropriate
method to achieve them.
The four main methods for choosing the method of promotion are:
1. You can rely promotional operations to an agent abroad.
2. You can unwrap the inherent promotion activities through their own personal
advertising or sales promotion.
3. You can use the services of an agency endowed with the necessary means to
perform in that market direct promotion.
4. You can organize, along with other exporters, a joint venture created
If the research is important in the domestic market, overseas market is
indispensable. Most people do not know the facts of geography, culture and
economy, ie they do not know the details that can indicate whether or may not
place their products in the given market. It is therefore essential to dissect export
markets before deciding to enter them. Market research helps the company to
answer questions such as:
• Which countries offer the best prospects for our products?
• How much can we expect our products to be sold?
• What changes would have to introduce our product to increase sales?
• What price should we sell the product?
• How should we market our products?
As for his relationship with the laws of each government it is of great importance as
it provides information to industries should give priority in promotion programs, in
which markets should concentrate promotional activities and what kind of
assistance you need exporters in the field of commercialization.
The most common errors are:
• Lack of knowledge of foreign markets.
• Lack of export processes.
• Inability productive enterprise.
• Errors of calculating production volumes.
• Absence of quality programs in the company.
• Breach of regulations and restrictions.
• Lack of cultural factors.
• Lack of knowledge of the language.
These are some of the promotional items used by these two companies.
IKEA: One of the biggest problems was that their prices considered low in Europe
and North America were far higher than in China. The company plans to further
reduce costs, helped by mass production and you cut costs in the supply chain
also realized that emerging economies are not prepared for the friendly practices
with the environment, especially if you have any highest price.
Under Armour: It is doing damage control over their clothing cold climate,
costumes seem to be too slow, the team Under is making adjustments to sew
patches and fix the problem, also in Russia took a new line of winter clothing
expected to increase sales by 35%.
The purpose of promotion strategies is to achieve a number of specific objectives
through different stimuli and limited in time and aimed at a particular market,
shares its main objective is to offer the consumer an incentive for the purchase or
acquisition of a product or service by implementing customer-focused strategies
based on customer intelligence.
To have a proper promotion product must be of the same quality and identical to
those sold, delivery times should be minimal and, of course, fulfill all that is
communicated in the promotion.
Mercado, S. (2000). Comercio Internacional. Ciudad de México, México: Editorial
Limusa Noriega Editores.
Muñiz, R. (2015). La comunicación dentro del marketing. Ciudad de México: Blog
Islas, R. (2016). Estrategia centrada en el cliente. Ciudad de México: Revista
Altonivel. (2014). Estrategias promocionales. Ciudad de México: Revista Alto nivel