Solutions to Assignments
IBO-02 International Marketing Management
Solutions to Question No. 2
International marketing communication includes all methods companies use to provide information to and communicate with existing and potential customers and other stakeholders. The international communication process is affected by many factors that complicate communication in an international (cross-country or cross-cultural) setting (see Chapter 9). In this context, aspects such as language differences, economic differences, socio-cultural differences, legal and regulatory differences or competitive differences are crucial.
The international communication mix consists of a diverse set of communication tools such as advertising, personal selling, sales promotions, public relations or direct marketing.
The most viable form of communication is advertising, which often constitutes the most important part of the communication mix in the consumer goods industry. However, in business-to-business markets, advertising is often less important than personal selling.
Marketers engage in international marketing communications with the following objectives in mind:
