mktb366_s11877546a1_a - Kyaw Zaw Lin s11877546 Answer 1 To integrate the companys marketing program internationally Integrated marketing communication

mktb366_s11877546a1_a - Kyaw Zaw Lin s11877546 Answer 1 To...

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Kyaw Zaw Lin s11877546 Answer 1 To integrate the company’s marketing program internationally “Integrated marketing communication is the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless programs that maximizes the impacts on consumers and other stakeholders”.[Clo] Standardization versus Adaptation “Standardization is the approach when the same product has been sold in using same message regardless of the particular market. This allowed marketers to capitalize on economies of scale in all aspects of their operation, form production to promotion and led to the emergence of global brands.”[Mar6] There are some advantages and disadvantages of using standardization method. Standardization method can reduce cost the company use same strategies across the different outlets. It ensure that the company’s brand appropriately when changes and differences in the offerings prove the brands to risk.[Far11] Some disadvantages are lack of adaptation when markets are different and dynamic, standardization is consistently confront to appropriate these changes and lack of uniqueness that is different region attempt to get unique opportunities which may be profitable to company but standardization don’t act upon on these opportunities. It forces to confront standard practice to all outlets.[Far11] “Adaptation is the approach that has been used when the product and marketing messages have been adapted for individual countries to reflect their specific cultures, economies, political and social environment and marketing infrastructures.”[Mar6] Some advantages of adaptation method are customers keep their landmark and feel noticed. The company can gain good image and respect to local specification and expectation. But it can cost higher, time consuming and slow speed of execution. The company hard to find what consumer wants. [Wia13] If the mobile phone company want to penetrate the international market. First the company need to consider policies of country. Different countries have different policies. It is include environmental regulation, industry regulation, employment law and etc. Some country have law that protect their local marketers. For example Some country as law, if foreign company want to invest they need to corporate with domestic company . Marketers also need to analyze the government stability of country, tax policies and trades control. Cultural differences is one of the major factor influence on marketing programs. There are various kinds of receiver in different countries and the message receive in various kind of languages. Another factor is cultural differences. Marketer need to consider the culture and local customs can act as noise and barrier to communication. Marketer need to know that the symbol that refers to different meaning in different countries such as color, number and animals refer different meaning base on the country.[Mar6] Currency exchange is another factor that influence in global marketing. Different
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