Issues in international marketing communication

With the emergence of the web and various other solutions organizations across the globe have no choice but to internationalize to be able to stay competitive. Whether a firm enters international market segments virtually through the web or bodily through direct overseas investment it will need to introduce and sustain awareness of its existence on the market through marketing communications. This paper will examine the problems an international marketing consultancy must confront in terms of marketing communication; take note the terms promotion and marketing communication will be utilized interchangeably. To understand problems in international marketing and sales communications, what marketing communication is, its purpose and the difference between domestic and international marketing communications must first be comprehended.

When first starting-up a business, launching a fresh service or product or just reminding customers that the business exists, companies need to teach consumers. This education comes in the proper execution of marketing communication, which is often known as advertising. Promotion is an organization's articulation of emails it would like to send to target audiences to accomplish business objectives (KnowThis. com 2010). The campaign blend or as named by Cateora and Graham (2008) as included marketing and sales communications (IMC) involves advertising, sales campaign, industry events, personal selling, immediate selling and pr. Without doubt, investment in a single or more of the ways of communication will raise the firm's costs, and for this investment to be a profitable one, the marketing expert must know the purpose of advertising. The Chartered Institute of Marketing (2004) claims that "the goal of any form of marketing communication is to give a set of information to your target audience in a manner that encourages a confident, or buying, response. " Calvin, Heeler and Thrope (1980) also explain the purpose of advertising as a function of communication to realize product consciousness from each market segment informing them of the product features that the portion perceives fulfils its needs. Through this meaning the difference between international and home marketing and sales communications can be recognized. As Cateora and Graham (2008) indicated the sole difference between domestic and international marketing is that all marketing activities: product, price, place and campaign take place in more than one nation. However, this one difference can cause many obstacles international marketers have to deal with when promoting their organizations.

The problems associated with international marketing and sales communications are numerous; however this paper will only analyze the prominent barriers. Generally, when promoting to international consumers a professional must face problems associated with language, culture, the option of local resources and the amount of economical development, competition, advertising choice and variety of advertising in target market, local laws and the company's goals (MarketingTeacher 2010). Each of these factors will be looked at carefully. When coming into a foreign market one of the most clear issues effecting communication to consider is dialect.

When wanting to send a message terms will be the key form of communication, whether it's in personal offering, advertising, or any other method used in IMC. Language is always going to be a challenge though it could seem such as a harmless problem (TheMarketingTeacher 2010; Cateora and Graham 2008). This is reinforced by the considerable amount of studies conducted evaluating the relationship between communication and linguistics (Bawa & Williams 1997). When contemplating linguistics there are various areas that must definitely be examined these are: (1) the various languages or accents used in the country; (2) the amount of literacy; (3) product or service name alternatives; (4) the utilization of humour (MarketingTeacher 2010). Cateora and Graham (2008) state that the problem of linguistics includes various levels, the first level in the challenge that we now have different languages in different countries, the next level handles the idioms in a single country and the third level includes subtle differences in talk like expression, vernacular and accent. When devising a advertising campaign for overseas marketplaces one cannot use an individual language. Furthermore, it's important to notice that the choice of words may influence branding alternatives and the titles of products and services. For instance, Toyota hadn't realised the consequences of naming their car MR2 which translates offensively in People from france.

In addition to these three levels, the speed of literacy is an essential factor to consider in international marketing communications whether a higher or low rate. A low level of literacy can significantly impede communication and the internet entrepreneur must handle this issue through creativity for example making sure that an image directs a clear so this means in advertising and the utilization of verbal advertising. Alternatively, a high degree of literacy raises the issues of bilingual communication. That is observed in many countries where in addition to their mom tongue another vocabulary is understood and sometimes used. Typically this words is English. Ahn and La Ferle (2008) conducted a report analyzing bilingual advertising and how to improve recall and acceptance for brands. They were encouraged to carry out the research was because Ahn and La Ferle (2008) understood that the addition of spanish is an evergrowing trend across the world. It is critical to consider language, overseas or domestic, because the potency of a message is situated about how well words and other symbolic representations are utilized and received (Ahn and La Ferle 2008). Terminology would be the most clear problem associated with international marketing and sales communications but culture is the most crucial problem.

Although globalization is making the planet more homogenous, differences between cultures are becoming more clear. These variations impact companies greatly as success in the 21st century is reliant on paying attention and delicate to cultural dissimilarities. Indeed, successful marketing communication would depend on understanding your customer's behaviours that happen to be culturally destined (Tian 2010). To comprehend ethnicities of different countries one must realize that culture is discovered and not inherited by an individual, the only path to understand a person's behavior is through culture, and lastly culture and communication are inseparable as humans speak in a manner that is known and accepted by their culture (Bawa & Williams 1997). Thus, to converse effectively with a person of your different culture they must have the ability to decode your note (Rosenbloom & Larsen 2001). Pewer (2010) displayed this trend by detailing how slight differences may make a form of marketing communication that was successful in a single country unsuccessful in another. For instance, in america and many countries to surpass the group is sought-after, yet, in Japan where they have a collectivist culture "the nail that shines gets hammered down. '' In the same way Cateora and Graham (2008) express how Standard Mills offended Japanese consumers by featuring a television advert stating that making cake was as easy as making rice, which to the Japanese will involve great skill. Business blunders credited to cultural misinterpretation are many and so for organizations to be more hypersensitive and understand the barriers that must definitely be faced they need to know the ethnical dimensions.

Culture is a difficult concern for marketers because it's ill-defined and not easily understood. Due to the fact that culture is not easily comprehended assessing markets predicated on the cultural dimensions is useful. Pewer (2010) identifies eight cultural proportions, however only five of the most important dimensions will be discussed. The first aspect is directness versus indirectness. Directness refers to how straight an advertisement or any other form of communication stresses the benefits of purchasing the merchandise or service. That is viewed as too competitive for high context implicit countries like Japan (Pewer 2010). High framework implicit cultures give attention to nonverbal communication and prefer messages to be sent in a polite and indirect way (Cateora and Graham 2008). The next cultural dimensions is humour. Humour is a phenomenon that is shared by all countries; however it's difficult to mention between countries. What is humorous in one country maybe offensive in another, for illustration, British sarcasm may come with an ill-effect across countries. The third cultural dimensions examines gender jobs; the most lucid example is women's functions in different ethnicities. Marketers must carefully consider gender functions when communicating information about an company and its products or services.

Another cultural sizing is the amount of class required in announcements. For example, European countries require a higher level of professionalism in emails while Americans respond to more an psychological appeal. Finally the last cultural sizing is information-content versus "fluff". This dimension is similar to level of elegance however it identifies how all the content in the note is sent. Some cultures behave more positively to over exaggeration with no clear research to prove what is devote the picture. Other civilizations prefer hard frosty facts and don't appreciate "puffery" conveyed in messages (Pewer 2010). A marketer must consider all these dimensions and how they apply to cultures a more credible and well-recognized scholar Hoffstede also recognizes cultural dimensions however Pewer's (2010) work was reviewed as he provides a different yet similar understanding that is usually defined in scholarly work. Another barrier to be observed is the availability of local resources and the level of monetary development.

The level of economical development is the most significant environmental factor to which the marketer must modify various marketing duties. A country's financial development is its degree of economic development and level of consumer demand. Both factors are important issues to be considered by a global marketer when promoting a good or service. Consequently, the amount of financial development presents difficulties as the professional must adjust the note to be communicated to the country's level of understanding. This modification requires the ability to examine carefully the level of economic development to understand what needs must be achieved when connecting the communication. Furthermore, a marketer is obliged to review the growth potential of the overall economy in order to prepare for shifts and change marketing communication relating to shifts (Cateora and Graham 2008). An additional issue that must be considered which is also associated with financial development is availability of local resources.

The local resources needed in terms of marketing communications are salespeople and local advertising knowledge (MarketingTeacher 2010). Furthermore, firms need to understand other local resources like topography, natural resources and the local climate or the environment generally speaking to be more informed in every integrated marketing communications techniques (Victor 2010). Firstly, option of local salespeople will be examined. A firm's decision on the proportion of local salespeople or local sales representatives designated to the foreign country depends after the availability of qualified locals and how big is the communication operation. Expatriates are chosen if the product is highly technical or requires considerable knowledge of the business and its own products, which would make the problem of limited local recruiting minimal. Nonetheless, local salespeople usually are favoured because each goes beyond legal and ethnic barriers. Other benefits associated with employing local salespeople are that they are more well-informed about the international country's business framework; they may lead the business through distribution systems and referral sites they are unaccustomed to; and lastly local salespeople are less costly to maintain (Cateora and Graham 2008). Additionally it's beneficial to use local sales people in countries where there are extensive languages as you'll need local salespeople to express your concept in the neighborhood tongue (Marketingteacher2010). Subsequently, insufficient local salespeople in a international country could create a serious problem in extremely new markets.

Other local resources are areas people usually converse about in a company setting (especially in business to business settings) which were reviewed above topography, natural resources and weather. Topography identifies travel and logistics. International businesses may move goods in completely different ways than the firm would in its home market this may be anticipated to limited or more advanced resources for travel. For example, a Canadian organization looked like ignorant to a South American company it was doing business with for wanting to move goods overland. In Canada railroads and highways are excellent but in SOUTH USA this is not always the case. The South American company wanted to send goods through waterways a choice that your Canadian firm forgotten as their own waterways freeze anticipated to cold weather (Victor 2010). In this example, the firm not only lacked knowledge about local resources and therefore didn't talk the right message but also were afflicted by self-reference criterion (SRC) which could be a barrier to communication, however on area of the international marketing consultancy.

An international professional must have the ability to adapt their understanding to see incidents from the receiver's perspective. A major obstacle to success in international marketing is a person's self-reference criterion. This applies to all components of the marketing combine and not simply to campaign (Cateora and Graham 2008). Pewer (2010) identifies self-reference criterion as "the propensity of people, often unconsciously, to work with the standards of your respective own culture to judge others. " When a challenge or problem arises in another culture the propensity of any person is to react depending on knowledge they have got gained on the life-time, predicated on behaviour suitable in their culture (Cateora and Graham 2008). Such as the example illustrated above the professional made the fault of assuming resources in the international country were a lot like resources in their local market. This fault is also often made when considering the level of media within an international market.

Media can happen to be the same in almost all nations, as we all use the same method of communication. However, there are numerous difficulties, aspects that must be considered and variants in media in one country to another. Additionally, limitations credited to media supply can force an international marketer to think about alternative strategies that might not be as appealing to send a note. Limitations in press are credited to supply, appropriateness, coverage and cost. The first restriction is availability refers to the quantity of media that is accessible so that the international marketing consultancy can conduct a number of of the elements in integrated marketing communication, particularly advertising, public relations and some choices in sales advertising. In some countries media can be found however there are restrictions on the use of advertising in terms of both content and occurrence of use. For example, in Italy, television adverts must be only ten showings annually and each exhibiting must be at least ten days apart. The second issue in mass media is coverage. An international marketing consultancy must consider if the meaning will reach all areas of the populace and if information on coverage is really available. When a marketing expert cannot achieve full dental coverage plans with one form of press than the organization must employ more than one form that may add to cost, which is the 3rd factor. Cost of multimedia can be extremely saturated in some countries, which also limits the quantity of media usage. In Britain the demand for advertising time is so high that this has cost an enormous increase in advertising prices. Overall, the international internet marketer must think of creative ways to send a note through despite restrictions in media (Cateora and Graham 2008). The past issue that can have an enormous bearing on international marketing communication attempts are local laws and regulations and legal constraints.

The legal system of a international country influences all business operations and reveals many troubles for international marketers as each country's regulations are so different and multifaceted (Cateora and Graham 2008). These multifaceted regulations also connect with components of designed marketing communications. This is exemplified by analyzing laws in a variety of countries one of these is European countries price discrimination is illegitimate so coupons are restricted. In other countries it's illegal to advertise certain products and services (Pewer 2010). Likewise its comparative advertising laws differ from country to nation even though they're in the same region. For instance in Europe laws working with comparative advertising differ, in Germany if you use comparative advertising rivals can document a suit against you, whilst in Spain, UK and Portugal it's certified, and far away like Belgium comparative advertising is purely prohibited. Furthermore, there are legal restrictions on the types of communication used for specific products. In many countries, advertising of playthings, liquor, tobacco and pharmaceuticals is fixed (Cateora and Graham 2008). Tiefenbacher-Hudson (2002) reviewed the advantages of medical products in international markets; again the scholar outlined the down sides of communication in medical business due to legal constraints. A couple of regulations of the communication materials provided by medical companies. Issues in what information must be included i. e. warnings, side-effects and other medical, what allegations can be produced, and what can and can't be said change from country to country. Numerous regulations pose a serious difficulty for international marketers Tiefenbacher-Hudson (2002). Finally, a concern the international internet entrepreneur definitely must consider are the seeks of the international promotional plan.

A marketing expert must first and foremost think about what the aims of international communication are, what does the firm want to achieve? (MarketingTeacher 2010). The targets of an marketing program significantly differ. Some firms wish to establish new brands; others are launching a new product-line extension, and several businesses simply want to enhance their image. No matter what their goal is these marketing problems demand attentive marketing research and creative advertising strategies in local and global market segments (Cateora and Graham 2008).

Conclusively, the problems an international marketing consultancy must consider and infinite and yet every decision is essential to the success of the organization in the global market. What most scholars guide international marketers to do is look for the similarities between market segments and then look for distinctions. Equally important is keeping an available mind and avoiding factors like ethnocentrism and self-reference criterion from impacting your decisions as a internet entrepreneur. Regardless of how difficult the job due to the numerous factors mentioned in the text the successful final result will bring success, wealth and a feeling of accomplishment to the overseas nation, investing organization and international marketer. Overall no matter where a firm locates it will value and value the new market segments it enters to gain respect using their company international customers. As Winston Churchill proclaimed "we do not covet anything from any region except their respect" (Bizarre Wondrous 2008).

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