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International Marketing Communication Problems

Paper Type: Free Essay Subject: Marketing
Wordcount: 5428 words Published: 1st Jan 2015

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Marketing and communications is a subset of the region known as the general topic of marketing. Marketing has a marketing mix that are made of price, place and promotion, and the product (known as P-Four), which brings together people, processes and physical evidence, when marketing services (known as the winding seven).

How marketing communications fit in? Marketing communications is the ‘strengthening’ of the marketing mix.

Why are marketing communications’ integrated? Integrated means combine or merge, or simply make the jigsaw pieces together a complete picture. This is the case that one message is conveyed by all marketing communications. Different messages confuse your customers and brand damage. Even if a declaration bearing the logo of a private television, images and message, then all the ads in newspapers and points of sale materials should carry the same logo, images or message, or one that fits the same subject. Coca-Cola uses familiar red and white logos and retains themes, togetherness and enjoyment throughout the marketing communications

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Marketing and Communications has a mix. Mix elements are blended in different quantities in the campaign. Marketing mix, communications and include many different elements, and the following list is by no means decisive. It is recognized that there are some crossings between the individual elements (for example you donated computers in schools, by asking shoppers to collect vouchers, public relations or sales promotion?) Here are the key to a combination of marketing and communications.

Integrated marketing communications mix elements see the communications’ integrated into a coherent whole. He knows this mix of marketing and communications, and form the basis for marketing and communications campaign

Integrated Marketing Communications (IMC) is the coordination and integration among all means of communication and marketing functions, methods and sources within the company in a seamless program that increases the impact on consumers and other end users the lowest cost.

What is the International Medical Center?

• a process to manage customer relationships that drive brand value.

• the foundation is to communicate

• Process multiple jobs to create and nourish profitable relationships with customers of other stakeholders through the strategic control or influence on all messages sent to these groups and to promote data-driven, purposeful dialogue with them.

• Integrated Marketing Communications) is the coordination and integration between all modes of communication and marketing, and means, and sources inside the company’s program to smooth over the impact on consumers and other end users the lowest cost. This integration affects all the company between the companies and businesses, and channel marketing, and customer-focused, communications-oriented interally

International Medical Center Components

• Enterprise – brand image and corporate governance; buyer behavior; promotions analysis opportunities.

• Consumer advertising – ad management and ad design: theoretical frameworks and the types of appeals, and advertising design: strategies and executional frameworks message, and select the media. Declaration also enhances the brand image and the company. [3]

• Promotional tools – Offers trade; consumer promotions; personal selling, database marketing, and customer relationship management, public relations and care programs.

• Integration Tools – Internet Marketing, International Medical Center of the small business and commercial projects, and evaluation of integrated marketing

Marketing mix component

The Internet has changed the way business is done in the present world. And address the variables of segmentation, targeting and positioning are different. The marketing of products and services a new way changed, although the objective of the business in the provision of economic and social values remain unchanged. Indeed, the minimum increase revenues and profits are still the same. Marketing has evolved for more than a thread, because of the new features brought in by the Internet. Was once seen as a marketing one way, with broadcast companies offerings and value proposition. Now seen more and more as a conversation between marketers and consumers. Strokes The starting point for the process of IMC is the marketing mix, which includes different types of marketing, advertising and sales efforts. Without a plan International Medical Center destruction and there is no integration or harmony between the client and customers. Objective of the Organization is to create and maintain communication throughout the staff and customers in all around.

It is based on the integrated marketing master plan for marketing. This plan should be to coordinate efforts in all elements of the marketing mix. The marketing plan consists of the following steps

1. Analysis of the situation

2. Marketing objectives

3. Marketing budget

Integrated marketing communications aimed at ensuring consistency in the message and the integrated use of media. The concept includes marketing channels online and offline. Channels of online marketing include any marketing campaigns-mail or programs, search engine optimization (SEO), pay per click, affiliate, e-mail, pointing out that channels the latest Web related to the webinar, blog, micro-blogging, RSS podcasts, and the Internet radio, television and the Internet. Marketing channels and traditional print (newspapers and magazines), and the electronic system, public relations, industrial relations, plate, and conventional radio, and television. Company to develop integrated marketing communications in the programmer using all elements of marketing mix (product, price, place, and promotion). Integrated marketing communications plans vital to success. Why it is important starting with the explosion of information technology. Transfer of power from channel manufacturers to retailers to consumers.

Tags outside of thinking, and communication integrated marketing approach is based on data that focus on identifying the views of consumers and develop a strategy with the right (online and offline combined) channels to establish a relationship stronger brands and consumers. This involves knowing the right points of contact in the use of access to consumers and understand where and how to consume different types of media. Regression analysis and the customer value of life is the key data elements in this approach.

Importance of the International Medical Center

Have caused several shifts in the advertising and media industry to develop the International Medical Center in the initial strategy for marketers:

1. Means of advertising to multiple forms of communication.

2. From the media to the media (specialized) more specialized, which focused on specific target audiences.

3. Of the market which is dominated by the manufacturer to the market, and retail stores, dominated by consumer-controlled.

4. Of the year focused advertising and marketing for the marketing data base.

5. Accountability and agency low to greater accountability and agency, particularly in advertising.

6. Compensation from the traditional performance-based compensation (increase sales, the benefits to the company).

7. Access to the Internet, for example, the Internet provides 24 / 7 access to goods and services.

Marketing and Communications International (Promotion)

Media options for international marketing

Marketing communications in international markets must be made with caution. This lesson is to consider some key issues that need to take into account when promoting products or services in foreign markets. There will be effects to choose your media, and cultural issues that need to be considered, as well as on the options and the media themselves – personal selling, advertising, and others.

Impacts on the international media of choice.

There are a number of factors that will affect the choice and availability of media such as:

• The nature and level of competition for the channels marcoms in your target market.

• whether or not there is a rich variety of media in the target market.

• The level of economic development in the target market (for example, in remote areas of Africa there will be no major power lines that run TV or radio).

• We will provide other local resources to help you in your campaign you also need to investigate (for example, sales people, or experience local advertising).

• local laws may not allow certain content or references to be in the ads (for example, and not acceptable to show bare legs in a display of the advertisements in Muslim countries).

• Of course a lot depends on the purpose of the international campaign in the first place. What is your international marketing communications objectives?

A whole range of cultural issues that international marketers need to consider when communicating with target audiences in different cultures.

And will always be the language of challenge. One can not use one language to an international campaign. For example, there are between six and twelve regional differences, the main Chinese languages, with Mandarin is the most popular being (c 850 million), followed by Wu (c. 90 million), Maine (c) 70 million) and Cantonese (c (70). Million ). India has 22 languages, including Assamese, Bengali, Bodo, Dogri, Gujarati, Hindi, Punjabi, and Tamil to name a few. Choose a language course can affect brand choices, and the names of products and services. Do hidden messages and humor can be tricky, especially to convey. Famous examples include the Vauxhall Corsa, which was called the Nova in the UK – and of course no va! Would not be acceptable name in Spanish. Left without addressing a similar problem by Toyota, with the MR2 in France (think about it!).

Design, symbolism and aesthetics in some cases does not exceed the international border. For example, Japanese aesthetic focus sometimes on the taste and beauty. Also look at Japanese cars from the front – they have a smiling face.

The way in which people present themselves in terms of dress and appearance changes from culture to culture. For example, in the Maori culture, dress plays a pivotal role with a lot of different clothes daily celebration of Costume. While in Western culture for the business ‘unified’ standard tends to be conservative collar and tie.

To consider other factors that need with regard to marketing and international communications (promotion) is as follows:

• The work ethic of employees and customers to target the media.

• Levels of literacy and education for the population and national.

• similarity or diversity of beliefs and religion, morals, and values in the target country.

• similarity or diversity of beliefs and religion, morals, and values in the target country.

• family and the roles of those within it are the factors that should be taken into account.

Media options in International Marketing.

Personal selling in international marketing.

Personal selling has a number of pros and cons:

• It is useful where wages tend to be low, because the cost of staff and will be relatively low.

• When there are many languages, you will need training sales staff that can convey a specific message in tongues (see above culture).

• The sales force needs support. Will be the commercial and management personnel to take care of sales inquiries, send product samples and literature, and offers low prices – on the Internet in many cases.

• You will need to invest time and effort in recruiting, motivating, and organizing and training the local sales force. The recruits need to know about products and markets, language and culture, and the location of the target segments, customer buyer behavior – and this is just the beginning.

• There is a dilemma on whether to place migrant workers in the international target market, or to recruit locally. Local communities are the best!

• Business Ethics vary from culture to culture, you will need to train your people on what to expect – or sellers recruiting from the local market

Advertising in international marketing.

Advertising has a number of pros and cons:

• When the consideration of the Declaration of the press in an attempt to predict the levels of literacy in the nation in question. Where literacy levels lower, and you can probably use more visual campaign.

• What language (s) is in the written press?

• What is the split between the regional and national press in your target market?

• What are the types of television channels available? They are hard disks, digital, analogue, satellite, cable, telephone, via broadband connection or ADSL?

• What are the TV channels do not target segments of our Watch?

• Is there a place on TV channels appropriate when we want, or at the price we can afford?

• visual communication as crucial, is there proper places Posted?

• What is the behavior of the target population for the cinema? For example, the cinema is enjoying tremendous popularity in India.

• Radio and similar cases, and television and the press. Stations that do target groups listen to – news, sports or music? Is there available space stations with the most appropriate?

And other media in decision-making international marketing.

Do you and other media possible, including the following:

• Development of marketing on the Internet using your own local, or one specifically for the target market. Chinese websites are very different from the western sites. They are very busy, and is filled every single space with images and text. Join or pay-per-click advertising may be available.

• international trade fairs and trade missions, and welfare (for example, international sports events), Public Relations (for the oil companies, for example) and a variety of international marketing communications available to international marketing.

• Thus, until the end, this lesson aims to summarize the options and key issues facing the international marketing when dealing with marketing, communications and media options in the international markets. Of course, this does not mean definitively.

Of course there are problems when it comes to communication and international marketing, and some of them:

Communication problems in international marketing

Global market

Globalization of markets and competition: the World Trade increasingly within the scope of today. There are several reasons for this. One important reason and technology, because of improved transportation and communication opportunities available today, trade is far more practical. Thus, consumers and businesses now have access to the very best products from many different countries. Increasingly rapid technology lifecycles also increases the competition between countries as can be produced from the latest in technology. In part to accommodate these realities, countries have taken in the past few decades to increase steps to boost global trade through agreements such as the General Treaty on trade and tariffs, and trade organizations like the WTO), the North American Free Trade Agreement (NAFTA), the European Union (EU ).

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Stages of international involvement in the firm. We discussed several stages through the company that may go as it becomes increasingly across borders. Purely a local company that focuses solely on its domestic market, has no current ambitions to expand abroad, and do not feel any significant competitive threat from abroad. This company may eventually get some orders from abroad, which are seen as either irritation (for small orders, there may be a great deal of effort and cost involved in getting on the income of a relatively modest) or the “icing on the cake.” As you start a company to export more than that, it enters the stage of export, where little effort is made to commercialize the product abroad, despite the fact that fill a growing number of external requests. In the international arena, and the markets of certain start to appear especially attractive with the orders of foreigners, have there, the company may not go to countries on an ad hoc basis, that is, each country may be entered in sequence, but with relatively little education and marketing are shared efforts in various countries. In a multinational phase, and follow-up some capacity through the consolidation across the region (for example, Central America, West Africa, or Northern Europe). Finally, on the world stage, the centers focus on the world market, with the decisions of a comprehensive approach to improve the product markets, home is no longer the center of the product. Example of a truly global company is Coca-Cola.

Note that these stages represent points on a continuum, from the direction of a purely internal to the problem of truly global, and companies may fall in between these separate stages, and different parts of the company may have the characteristics of various stages, for example, and the Division of a pickup truck may be cars manufactured locally to a large extent focused, while focused on the global level Division passenger cars. Despite the global focus of generally appropriate for most large companies, he noted that it might not be ideal for all companies to follow up on the world stage. For example, manufacturers of ice cubes do as well as local, or even local focus, and companies.

Some powers in international trade. Appendix contains the text, rather long-winded discussion of some relatively simple ideas. Comparative advantage, discussed in more detail in the notes and the economy, and suggests trade between countries is useful because these countries differ in the relative economic strength, and some more advanced technology, while others cut costs. International product life cycle suggests that countries differ in the timing of demand for various products. Products tend to be adopted more rapidly in the United States and Japan, for example, once the demand for a product (say, video) to decline in these markets, can increase the market potential exists in other countries (for example, Europe and the rest of Asia). Transaction costs Internalization / refers to the fact that some development projects, a very large scale, such as a car dedicated to the global market, may entail significant costs such as these must be spread over several countries Listen

Other equally, if the U.S. imports from Japan more than it exports there, and there will be less demand on the U.S. dollar (not required because they buy goods), and increased demand for Japanese yen, and thus, the price of the yen the dollar, and will increase, so you will get on less than $ yen.

• It may be “fixed,” currencies “pegged” to another currency (for example, is to ensure Argentina’s currency in terms of dollar value), and a composite of currencies (ie, to avoid making currency dependent entirely on the U.S. dollar value may be 0.25 USD * Mexican Peso +4 +50 * Japanese Yen Pound 0.2 * * DM 0.1 UK), or to some other value such as gold. Note that it is very difficult to maintain the fixed exchange rates, governments that buy or sell the currency on the open market when the currencies go outside acceptable ranges. Fixed exchange rates, and although it produces stability and predictability, and tend to get in the way of market forces, and if you keep the currency artificially low, will tend to the country of export and import a lot of very little.

Trade balances and exchange rates. When allowed to exchange rate volatility, and currency of the country, which tends to run trade deficits tend to decline over time, where there will be less demand for the currency. This will lower the exchange rate then tend to make exports more attractive in other countries, and imports less attractive in the house.

Effects of political and legal

The political situation. Political relations between the country of the company’s headquarters (or other important processes) and the last one, may not through the fault of the company, become a major issue. For example, the oil companies that invest in Iraq or Libya victims of misconduct that led these countries to impose a ban on trade. Similarly, it may be distasteful American companies in parts of Latin America or Iran, where the United States may either support or colonial history by the leaders of the unpopular, such as the former Shah.

Certain issues in the political environment is of particular importance. Some countries, such as Russia, have relatively unstable governments, which may change dramatically if the policies of the new leaders came to power through democratic or other. Some countries have little tradition of democracy, and therefore it may be difficult to implement. For example, even if Russia is to become a democratic state, has been left in the history of dictatorships by the Communists and the Caesars of the country of corruption and the strong influence of criminal elements.

Cross-border law. When the laws of the two countries differ, it may be possible in the contract to determine in advance which law will apply, although this agreement may not be enforceable constantly. Instead, it may be settled under the jurisdiction of the treaties, and some governments, such as those of the United States, and laws are often applied to actions, such as anti-competitive behavior, committed outside its borders (extra-territorial application). By the doctrine known as coercion, a violation of U.S. law abroad may be able to claim a defense that it was forced to do so by the local government, and must, of these violations, however, be obliged, as a mere legal or acceptance in the host country is not enough.

The reality of legal systems. Some legal systems, such as those of the United States, are relatively “transparent”, that is, the law tends to be something to the effect that suggest normal. In some countries, however, there are laws on the books that are not implemented (for example, despite the fact that Japan has antitrust laws similar to those of the United States, is the tolerance and complicity in public). Also, left a sum of the discretionary power of government officials tends to vary. In Japan, through the principle of administrative guidance, is to leave great latitude for government officials, who make the laws effective.

One serious problem in some countries is the limited access to legal systems as a means to address grievances against other parties. While the United States may rely excessively on lawsuits, and the inability to effectively continue the contractual partners of their agreement tends to prevent the transactions. In many jurisdictions, and only the pre-trial discovery, which makes it difficult to make a case against the company, which will reveal internal documents of guilt. This is one of the reasons are personal relationships in some cultures is more important than it was in the United States since the enforcement of contracts may be difficult, you must make sure in advance that you can trust in the other party.

Legal systems in the world. There are four main methods of the law in all parts of the world, with some variations within each:

Is based on • the general law and order in force in the United States, and on the legal traditions of the past. Be considered in each case that raises new issues on its own merits, and then becomes a precedent for decisions in the future on this same issue. Although the legislature can not override judicial decisions by changing the law or pass specific criteria through legislation and court decisions which reasonably tend to stand by default.

• Code, which is common in Europe, and gives a much shorter space of the judges, who are charged with the laws “identical” to specific situations, they can not reach innovative solutions when new issues such as the patenting of biotechnology come. There are also some differences in the criteria. For example, in the United States, which struck the resource factory is with the strike is expected to deliver on the terms of the contract, while in the law code may be canceled this responsibility by such a “work of God.”

• based on Islamic law from the teachings of the Koran, which puts forward the mandates such as the prohibition of riba, or interest rates, excessive. This has led some Muslim countries to ban the interest completely, and in other cases, may be tolerated within reason. Islamic law is based ultimately on the need to please God, so “get around” the law is generally not acceptable. Can be found lawyers about what can be pleasing to God and what is not clear from the requirements of the Government.

The Law is based • Socialist on the basis that “the government is always right”, and usually are not put in an evolving framework of contracts (what governments do you say that you do) or the protection of intellectual property (royalties unwarranted since the government owns in the end everything) . Former communist countries such as those in Eastern Europe and Russia, which is trying to strengthen their legal systems


Culture is part of the external influences that affect the consumer. That is, culture represents influences that are imposed on consumers by other individuals.

The definition of culture offered one text is “that each compound, which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man person as a member of the community.” From this definition, we make the following observations:

• Culture, as a whole “complex”, is a system of interrelated elements.

• knowledge and beliefs and the important parts. In the United States, and we know and believe that any person who is not skilled, and works hard and move forward. In other countries, may think that the result of differences in the outcome than luck. “Chunking,” the name of China in Chinese, literally means “Middle Kingdom.” Belief among ancient Chinese that were in the center of the universe greatly influenced their thinking.

• There are other relevant issues. Art, for example, may be reflected in the rather arbitrary practice of wearing ties in some countries and wearing turbans in other regions. May be offered in the view of ethics in the United States that one should not be naked in public places. In Japan, on the other hand, had groups of men and women take steam baths together without perceived as improper. On the other party, not of women in some Arab countries, even allowing for the detection of their faces. Note, incidentally, that at least some countries view as moral may in fact be highly immoral by the standards of another country.

Culture and several important characteristics: (1) inclusive culture. This means that all parts must fit together in some logical fashion. For example, bowing and a strong desire to avoid loss of face are unified in the manifestations of the importance of respect. (2) Science and culture rather than being something we are born with. Will look at the mechanisms of learning in later stages. And reflected (3) culture within the boundaries of acceptable behavior. For example, in American society, one can not appear on anything class naked, but wearing a suit and tie to shorts and a T-shirt is usually acceptable. Failure to act within the parameters set on them may lead to sanctions, ranging from being hauled off by police for being exposed to inappropriate laughed at by others for wearing a suit on the beach. (4) and the limited awareness and recognition of cultural norms. It was one objection from American spy by the Germans during World War II simply because of the way it conducted a knife and fork to eat. (5) is located somewhere on the cultures and communication between the static and dynamic depending on how fast to accept the change. For example, American culture has changed a great deal since the 1950s, while the culture in the Kingdom of Saudi Arabia has changed much less.

Dealing with culture. Culture is a problematic issue for many marketers because it is vague in nature and are often difficult to understand. One may violate the cultural norms of another country without being aware of this, people from different cultures may feel uncomfortable in the presence of each other without knowing exactly why (for example, two speakers may continue without consciously trying to adjust to reach a contrary personal favorite distance).

Warning about stereotypes. When the control culture, one must be careful not to generalize about the qualities that one sees. It was suggested that research in social psychology and a strong tendency for people to see on the “outgroup” and more homogeneous than the “ingroup,” even when they know what members assigned to each group by pure coincidence. When there is often a “grain of truth” for some perceived differences, the temptation to over-generalize strong in many cases. Note that there are often large individual differences within cultures.

Cultural lessons. We looked at several cultural lessons in class, and the important thing here is the big picture. For example, in Islamic tradition, and the dog is considered “dirty” animals, and portray it as a “man’s best friend” in the declaration could be counterproductive. Packaging, and is seen as a reflection of the quality of the product “real”, is far more important in Asia than in the U.S., where there is a tendency to focus on the contents which “really count.” Many cultures have a much greater levels of control of the formality of the model in the United States and Japanese negotiators tend to monitor the long pauses of silence is also a point of the speaker.


Cultural characteristics as a continuum. There is a tendency to stereotype cultures as being one way or another (for example, instead of group and individual). We note, however, lies on a continuum of countries, cultural characteristics. Research and Hofstede describes a wide range of most individual countries and the Community and for some the fall, for example


Hofstede dimensions. Have changed Hofstede, a Dutch researcher, able to interview a large number of executives in IBM’s various countries, and found that cultural differences tend to center around four major dimensions:

• individual versus collective: the extent to which people believe in individual responsibility and reward rather than the existence of these measures to a larger group? Contrary to stereotype, Japan actually ranks in the middle of this dimension, while Indonesia and West Africa rank toward the collective. The United States and Britain, the Netherlands and the rate of some individual.

• Power distance: the extent to which there is a strong separation of individuals based on rank? Power tend to be high, especially the


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