CONTENTS

Introduction

International communication process

International promotion mix

Advertising

Sales force management

Sales promotion

Public relations

Publicity

Example of Wal-Mart

Conclusion

INTRODUCTION

International marketing is the export,

franchising, joint venture or full direct entry of a

marketing organisation into another country. The

international market is incredibly diverse, providing

business managers with untapped potential and a

huge range of profitable opportunities. However, this

diversity can make international marketing

operations quite complex requiring the co-ordination

of variety of process in order to be successful.

INTERNATIONAL COMMUNICATION

PROCESS

SENDER MEDIUM RECIEVER

INTERNATIONAL PROMOTIONAL MIX

1. ADVERTISINGA non personal communication by an identified sponsor across international borders, using broadcast, print or interactive media.

Various international formats, features andtrends:

o Posters on kiosks & fences

o Advertising on sides of private homes

o Advertising on plastic shopping bags

o Advertising on outside umbrellas

o Billboards

The primary goal of advertising is toeffectively communicate with the targetaudience. The International AdvertisingAssociation (IAA) is a unique strategicinstitution that addresses the commoninterests of all disciplines across full

2. SALES FORCE MANAGEMENT

Sales force management systems arepractical actions which sales managers can takedirect, influence and control sales staff & areexamined together with implementation issuessuch as sales force recruitment and selection,sales training, motivation & reward.

Types:

•Territorial sales force structure

•Product sales force structure

•Customer sales force structure

•Complex sales force structure

Sales selection

Sales training

Sales motivation

Sales administration

Sales management

control

3. SALES PROMOTION

Sales promotion is any initiativeundertaken by an organisation to promote anincrease in sales, usage or trial of a product orservice i.e., it includes several communicationactivities that attempt to provide added valueor incentives to retailers, consumers,wholesalers or other organisational customersto stimulate immediate sales.

Sales promotions can be:

i. Consumer sales promotion

ii. Trade sales promotion

Sales promotion are varied:

oFree gifts

oDiscounted price

oFree samples

oPoint-of-purchase(POP) displays etc.

4. PUBLIC RELATIONS

“Public relations is a strategic communication process

that builds mutually beneficial relationships between

organisations and their publics.”- Edward Bernays

A fundamental technique used in public relations is to identify

the target audience and to tailor message to be relevant to

each audience.

Tools of public relation:

News , Speeches

Special events, public service activities

Written materials, audio-visual materials

Buzz marketing, mobile marketing, company website

Public Relation Function

Press Relations

Publicity

Public affairs

Lobbying

Industry Relations

Development

CLASSIC EXAMPLE OF WAL-MART

Wal-Mart is one of the biggest companies in the world

that has over 8,500 stores in 15 different countries with

55 different company names. They are also considered

the biggest retailer in the world.

The first thing anyone notices when going into a Wal-Mart is

the incredibly low prices they offer their products for. This in

itself helps with their marketing strategy because everyone is

always looking for the lowest price and it can usually be found

at Wal-Mart.

Social Media Campaigns

Appeal to As Many People as Possible

Easily Accessible

CONCLUSION

Each market is different and there’s no guarantee

that what works in one country or region will work in

another. This is the reason why many international

marketers fail to achieve their desired results. The key to

success is market research and how they effectively

adapt according to the product and services. Therefore

the firm should adapt promotional strategies carefully

and effectively. Many of the issues international

marketers face outside of their direct control, so they

need to be prepared to adapt their promotion strategies

to cope with unfamiliar situations and problems.