International Marketing Communication and Culture

Marketing Communication and Environment Essay


The term ‘international marketing refers to buying and selling products around national boundaries to satisfy consumer requirements. It involves consumer research and the detection of the customer base in overseas nations. The implementation of marketing concepts by businesses in one or more countries is foreign marketing. Because of global marketing, businesses can carry on business in almost every country in this world. Global marketing is an essential trade between various countries in goods and services. Put. The strategy and execution process should be the same for goods or services, promotions, and delivery worldwide. (Attila, 2005) Companies are already available for foreign marketing lately, rather than limited to their domestic borders. As consumer demand, choices, attitudes and preferences evolve rapidly, industries evolve and make room for more dynamic marketing. Organizations also need possibly the best marketing efforts to respond quickly to consumer requests. Inefficiencies and reach, globalization through brand management is when its value is exported since there is inter-company and firm education, efficiency, and performance. Global marketing depends on companies that understand the function connected with serving clients with world currency solutions or goods locally and standardize the product to preserve an optimum cost, performance, customization or localization balance in a continuum of regulation to meet local, domestic and international requirements. (Gerhard, 2014)

Part A

Marketing Communication

A Marketing Communication corresponds explicitly or implicitly to the consumers to convince them to buy, to the means employed by the businesses to relay messages about the goods and labels they sell. In other words, the distinct medium embraced by the business to exchange consumers with knowledge about their products and services is called Marketing Communication. A consumer evaluates marketing communication techniques to deliver brand recognition among prospective investors, which means that in their minds, some impression of the brand is generated that helps them reach the buying decision. Does marketing communication provide solutions to the usual issues, such as why should the item be used? How will the object be used? Who really can use the product? Where will the item be put to use? And when is it possible to use the item? Marketing contact encompasses the advertisement, promotion of the sales, sponsorship of events and experience, public relations and advertising, direct marketing, online advertising, word-of-mouth advertising, direct marketing. These communication instruments are collectively referred to as marketing Communications.

Advertisement is a paid, indirect tool employed by companies to notify clients through TV, radio, newspapers, social sites etc., regarding their services and products. Advertisement is amongst the most commonly used marketing techniques, where complete facts on the goods & services of the business are easily treated to the broad target market. A sales promotion provides numerous rewards for short term buyers to start purchasing items/products. Not only does this promotional strategy help to retain loyal clients, but it also provides more incentives for new customers. Sales marketing methods include coupons, discounts, payoffs, a one-to-one free system, coupons, etc. Several businesses fund sport, culture, social or public activities to enhance their reputation and establish long-term relations with clients. On the park lines, player jerseys, medals, prizes in music festivals, billboards on the floor, etc. and the image of the company receiving funding is seen. To establish your positive corporate impression of the organization, foreign health and advertising are carried out by many businesses. Some of the traditional steps for increasing health relations are the functions undertaken by companies such as building their public facilities, giving part of their acquisition to children’s schooling, conducting medical camps, tree planting, etc. Digital Marketing Firms use the technology to connect directly to potential clients, using e-mails, telephone, mobile telephones, without affecting any someone else. Interactive marketing is becoming a marketing tool that helps consumers connect with businesses online and answer their inquiries digitally. Amazon is now one of the finest examples through digital marketing in which consumers can pick and see what they’ve recently received or ordered. Various blogs also provide the forum for consumers to submit questions and take online responses, such as Word-of-Mouth messaging is among the most commonly used ways of interacting with consumers about products they recently purchased. Personal sales are the conventional means of contact between salespeople and new clients by contacting them individually and telling us about their products or services. It is known to be amongst the very data transmission types even though it is held up or through e-mails or phone calls. It is accomplished either by making eye contact and writing.  Marketing Communication consists of various resources that a business may take to educate, convince and recall the goods and services it provides to its clients. (Rajiv, 2011)

Role of Communication plays in the International Marketing Process.

International Marketing Communication is intended to advise, convince and propose to behave in compliance with the communications within the International Marketing Policy of an Organization. Marketers conduct international contact marketing initiatives to meet goals, such as informing consumers of an established brand eventually. Producers continue to market their products to retain the interest of purchasers. This is required for competitors to face the demands that new products present on the market. To promote frequent transactions, current consumers must be communicated frequently to start a global brand image. Large companies participate in strategic marketing communication to create a reputation for the brand and their customers’ loyalty. To educate foreign clients of potential applications of a product, consumers establish brand loyalty not inclined to turn to other products easily. Commercial contact is used to communicate or attract attention to a current design’s development applications to foreign consumers. This marketing aim is intended to reassure consumers that a product is superior to rivals’ products in the same line. This has a significant competitive benefit when the brand is placed or repositioned, with certain items, customers may feel that a specific feature is essential at the international level. The buyer may determine the option of a specific brand from many competing brands. If the product has this feature, it can be reinforced and demonstrated with marketing communication. If the product has a major function linked to an expected customer value, it is underlined in marketing to aid dealers in foreign nations’ local markets. The object of a communication marketing campaign is often to provide support to distributors and dealers on local markets in countries in which the product was launched. Thus in newspapers, there are many ads in order to boost retail business by special deals, listing addresses and information of local distributors and retailers along with goods. The purpose of marketing interaction is indeed to increase store prices through off-season promotions or special festivals, donations, clearance sales, and so on. The aim of such exercises should be to draw customers’ interest in the special offers for launching a brand on external markets: marketer exercises to implement brands on external markets. The international market may be aware of the business that makes the brand, but it’s not the label. Introducing a marketer in emerging world markets. To bring a new business into a new market, it is important to disseminate information on its history, product range, etc. Thus foreign marketing communication generates an understanding of the new product because of the immediate need for advertising sales communication. Customers will be made aware of the new product’s characteristics, consistency, price and other features. Global marketing contact leads prospective clients to purchase. (Nguyen, 2020)

Part B

Culture relates to the effect on individuals of spiritual, family, health and educational structures, how they live their own lives, and the decisions they make. In a world influenced by history, marketing still occurs. Companies planning to sell goods in multiple regions must be receptive in their sales channels to the regional mechanisms at work. Even social made up of diverse countries between the different areas in the same country seem small to marketers who neglect them, leading to the poor executing their systems. Culture is rich, and it takes enormous time, effort with experience to understand its impactfully. An impression that different cultural attributes can generate similarity, but advertisers really have to delve deeper to ensure that they genuinely believe the client or surrounding conditions. The similarity of meaning doesn’t really guarantee even a popular language. We buy cans” of different food items in the U.S. for example. Still, perhaps the British buy “tins.” In India, which English was just one of a variety of internationally approved languages, “matrimonial” is used in informal discourse as a noun, leading to specific posting advertisements seeking adoptive parents. (Mark, 2017)

The value of language barriers cannot be overstated. As suggested above, there are almost three thousand different languages, many dimensions of civilization that demand special attention among global marketers, such as Language. For marketers who design IMC campaigns, product logos, product and customer names, tag lines, and on and on, language differences may be a challenge. It is a monumental challenge to find a single registered trademark that works universally in forms of grammar, meaning and ‘own ability.’ Of course, for a product, brand, or business to be seen as credible, reliable, and then of high quality, the proper and grammatical use language throughout advertising communication is important. When a nation has more than one internationally acknowledged language, language gains complexity. To explain, national legislation mandates that labels contain both English and French in Canada. More than two hundred foreign languages are spoken in India and China. India has over twenty languages which are internationally approved. The official stated language of Mainland China is Regular Chinese, and many autonomous regions have named other alternate local languages. But in Hong Kong and Macau, the main language is Cantonese, English, or Portuguese. Clearly, communication can very easily become a very complicated problem for marketers! Finally, when deciding which language to use or not to use, advertisers should be deeply attached to what they associate with. In Eastern Europe, for example, the long tradition of Soviet occupation and during the Cold War produced a negative impression of the Russian language among many inhabitants. Accordingly, products that bear Russian labelling can suffer. (Luis, 2017)

In Customs and Taboos, there are unique sets for customs, including taboos for all cultures. To know what is appropriate and inappropriate for certain marketing campaigns, advertisers must learn about all these customs or taboos. In Japan, for example, number four is considered unfortunate, and packages of goods comprise four items become avoided by many customers. Images showing its female body’s bare arms or legs are deemed offensive in Middle East nations that Islamic law is exclusively followed. While here in Egypt, where women openly wear the head covering or hijab, a growing population of young women is also working and educational environments where there is no gender discrimination. Marketers are grappling about whether to present women anyway without the hijab, understanding that they worry about offending some of the potential target audience with either option. Marketers could seek advice from indigenous professionals who are familiar with various cultures and clients. Marketing analysis can also help advertisers understand these dynamic challenges and navigate them. (Alex, 2005)

In society, the function of values is to decide what is right or inappropriate. Values become part of a culture’s social fabric, and so they can also be uniquely formed, resulting from the power of family, schooling, morals, including religious views. Values are often learned through interactions. Not unexpectedly, factors would affect the expectations of consumers and shopping decisions. Consumers, for instance, tend to have been individualistic in certain countries such as the United States and make several buying decisions individual’s subjective preferences. The well-being of both the group is more respected in other countries such as Japan, and buying choices will be more affected by the community’s well, including the family. Based on these disparities in values, that is not surprising that advertisements featuring people appear to perform better in places where liberalism is an essential value, and consumers contribute groups perform better in areas where the fellow human of the community is of greater value. (Sameer, 2012)

Time and Punctuality Throughout terms of time and punctuality, various societies have higher susceptibility. It is appropriate to be slightly late for a meeting in some countries, and as such, it isn’t nice in other countries. On-time, you have to be a symbol of good preparation, organization, and appreciation for cultures that take great punctuality. There is also a greater focus on relationships in cultures where correct punctuality is just less important. More important than how it occurs is the possibility that a meeting takes place. But there are cultural myths about problem-solving (including the laid-back “island time” alluded to by many island nations’ citizens). The strictest basic rule in the company is to be punctual and fulfil the expected deadlines. By observing this law, you will not offend individuals. It is also prudent not to extend traditional stereotypes to particular individuals for whom the popular stereotype may not have been actual. It would be best if you let an individual speak for themselves and always approach others with the same degree of courtesy that you would assume from them. (Gebrekidan, 2000)

Business practices significantly differ from one type to the next and present difficulties to foreigners who are not used to working in compliance with the host country’s unique standards. For instance, in work meetings in Japan, the most senior employee representing a company must lead the conversation, and much more junior-level peers will not talk at all. The position of alcohol in corporate events varies enormously by cultural values: it may be disrespectful to serve or even sell an alcoholic drink in Middle Eastern societies where alcohol is prohibited. As part of official dinner gatherings, several rounds of toasts is customary in China. Similarly, company norms often differ around greetings, including physical touch. In many cultures, United States handshakes are being known as a business standard, but this tradition is not universal. A respectful bow seems to be the traditional retail greeting in Japan and a few other Asian countries, although that handshake has become more popular. Communication between women and men in Islamic societies, including in business environments, is a sensitive topic. It is best to hold hands with the woman in those cultures and countries only if she first extends her hand. Similarly, only when a hand is reached to her can Western females prevent causing discomfort through shaking hands. That Namaste (a gentle bow and hands placed together around the chest) in India remains a friendly if conventional marketing greeting, particularly when communicating towards women and older adults. (Mukhtar, 2000)

What customers buy (or don’t buy), where they shop, as well as how they serve customers may be highly affected by religious principles and behaviours. The effect of spirituality on consumerist society within markets where they operate is important for businesses to consider so that certain marketing strategies can be sufficiently responsive. The credibility of a corporation or brand may be greatly enhanced by failing to value religious values or cultures. At about the same time, in aligning advertising message and advertising opportunities with religious doctrine, marketers who really are attentive to the religious influence on local culture will find a great advantage. Religious convictions about revealing photographs or sexually explicit content can trigger sensitivities. Religious beliefs correlated with the symbolism of vivid shades may produce either enthusiasm for certain goods and marketing campaigns or rejection of them. The relation between religious doctrine and gender roles can influence the influence of family members on the types of purchasing decisions. For marketers, however, it is crucial not to overcomplicate that decision making takes place in these environments. For example, even though a woman is not the primary customer, she may have a strong impact on any purchase decision. Here, as in other forms of social influence, to benefit from cultural awareness, marketers need to inform themselves about both the cultures and people they are addressing for e-commerce. (Desalegn, 2000)


We can see from the preceding discussions that marketing engagement is becoming an important part of a social or economic system. People depend on implementing marketing stats to create wise buying choices. Businesses rely on marketing contact to sell their products and services, ranging between multinational companies to local stores. Communication in marketing has now been a major figure in a company’s life. Marketing contact helps to transfer goods, services and ideas from suppliers to end-user and develops and retains connections with the company’s clients, stakeholders, and other significant stakeholders. In the promotional contact mix, advertisement or sales promotion can continue to play significant roles. Marketing techniques that prioritize the building of relationships in addition to generating sales, however, would require marketers to know all the components in the combination of diverse communications. I hope new information collection methods can allow marketers to target customers or prospects more effectively using lead generation strategies in the future. Media technology can offer new avenues for companies and customers to create and improve partnerships vital to the company’s success and important to consumers when they make a buying decision. I assume that the Internet would become a significant factor in how companies connect with a range of members, clients, consumers, and other stakeholders shortly. Intending to have higher profits as well as an enormous market share, the businesses go global. But while developing the marketing strategies, certain tasks such as socio-political, economic, socio-cultural activities should be taken into account as these are dissimilar for the various nations. (Hongxin, 2014)

izzah ahmed

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