8 - international marketing and promotion Flashcards
1
Q
factors influencing the communication situation
A
- language differences
- economic differences
- sociocultural differences
- legal/regulatory differences
- competitive differences
2
Q
on language differences
A
- A slogan or advertising copy that is effective in one language may mean something different in another language.
- Thus the trade names, sales presentation materials and advertisements used by firms in their domestic markets may have to be adapted and translated when used in other markets.
3
Q
on economic differences
A
- In contrast to industrialized countries, people in developing countries may be more likely to have radios than television sets.
- In countries with low levels of literacy, written communication may not be as effective as visual or oral communication.
4
Q
on sociocultural differences
A
- Dimensions of culture (religion, attitudes, social conditions and education) affect how individuals perceive their environment and interpret signals and symbols.
- For example, the use of colour in advertising must be sensitive to cultural norms. In many Asian countries, white is associated with grief; hence an advertisement for a detergent where whiteness is emphasized would have to be altered for promotional activities
5
Q
on legal & regulatory conditions
A
- Local advertising regulations and industry codes directly influence the selection of media and content of promotion materials. Many governments maintain tight regulations on content, language and sexism in advertising.
- The type of product that can be advertised is also regulated. Tobacco products and alcoholic beverages are the most heavily regulated in terms of promotion.
6
Q
on competitive differences
A
As competitors vary from country to country in terms of number, size, type and promotional strategies used, a firm may have to adapt its promotional strategy and the timing of its efforts to the local environment.
7
Q
communication tools
A
- one-way communication
- public relations
- sales promotions
- two-way communication
- direct marketing
- personal selling
8
Q
on public relations
A
- annual reports
- corporate image
- press relations
- public relations
- events
- sponsorships
- celebrity endorsement
- product placement
9
Q
on sales promotions
A
- rebates (partial refund) & price discounts
- catalogues & brochures
- samples, coupons & gifts
- competitions
10
Q
on direct marketing
A
- direct mail/databases marketing
- internet marketing
- telemarketing
- mobile marketing
- social media
- viral marketing
11
Q
on personal selling
A
- sales presentations
- salesforce management
- trade fairs & exhibitions
12
Q
The major international advertising decisions
A
- Objective setting
- Budget decisions
- Message decisions
- Media decisions
- Agency selection
- Advertising evaluation
13
Q
on objective setting
A
- communication objectives
- sales objectives
14
Q
on budget decisions
A
- percentage of sales/affordable approach
- competitive parity approach
- objective and task approach
15
Q
on message decisions (creative strategy)
A
- unique selling proposition (USP)
- standardization VS adaptation
