Chapter 9 – International Communications

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
 Learning Objectives
• Appreciate the nature and role of communications in
implementing international marketing strategies
• Understand the challenges faced in the successful
management and effective integration of international
marketing communications
• Be able to explain the use of the elements of an
international communications strategy, including corporate
identity, products and services promotion and the
development of relationships with customers
• Identify the use and the limitations of the communications
tools in international marketing
• Recognize the value of integrating the communications to
meet the requirements of different audiences offline and
online
For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
The role of marketing communications

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
 The role of marketing
communications (cont.)

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
The role of marketing communications (cont.)

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
The fundamental challenges for international
marketing communications (cont.)

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
 The fundamental challenges for
international marketing
communications
• Inconsistency of messages conveyed to
customers
• Different styles of presentation of corporate
identity, brand and product image
• Lack of coordination of messages, e.g. press
releases, advertising campaigns
• Differences in fields of perception of sender
and receiver

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
 The fundamental challenges for
international marketing communications
(cont.)
• Counterfeiting

• Parallel importing

• Competitors, governments or pressure

groups

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
 International marketing
communications strategy
• Increasing market share • Increasing the value of
at the expense of the corporate brand and
local/international the product image
competitors • Helping to establish the
position or re-position
• Identifying new potential the product or brand
customers • Increasing awareness
• Obtaining a specific levels especially in new
number of responses to a country markets
promotional campaign • Changing consumers’
perceptions or products,
• Reducing the impact of brands or the firm
competitors in the market

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
 International marketing
communications strategy (cont.)

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
The integration of communications

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
 The marketing communications
tools
• Word of mouth
• Personal selling
• Exhibitions, trade fairs and experiential marketing
• Trade missions
• Advertising
– TV advertising
– Press advertising
• Use of agencies and consultancies
– Financial
– Specialist knowledge
– Creative input
– External perspective

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
 The marketing
communication tools (cont.)
• Sales promotions

• Direct marketing

• Communicating with a wider range of stakeholders

– Corporate identity
– Sponsorship and celebrity endorsement
– Product placement and celebrity endorsement
– Public Relations

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
 We are social: latest details of
consumer social spaces
Illustration 9.6
• Mobile communions on the • E-commerce is becoming big
increase business – worldwide
• 2018 there were 7.6 billion
people in the world
• 4 billion are active internet
users
• 3.2 billion active social
media users
• Internet use 6 hours per day
• 78 per cent of UK
consumers stated they had To look at more data on social
bought something online media and internet use click here:
https://wearesocial.com/uk/
For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9
 Developing profitable, long-term
marketing relationships
The concept of relationship marketing
• Maintain and build existing customers
– by offering more tailored and cost-effective business solutions

• Use existing relationships to obtain referral to business units

and other supply chain members
– that are perhaps in different parts of the world and not currently
customers

• Increase the revenue from customers by offering solutions that

are a combination
– of products and services

• Reduce the operational and communications cost of servicing

the customers
– including the work prior to a trading relationship.

For use with Doole, Lowe and Kenyon International Marketing Strategy, 8th edition
9781473758742 © Cengage Learning, 2019 Ch9