For International Marketing: Global Communication and Promotion Essay Example

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International marketing 3


This paper analyses different concepts found in international marketing practises. Some of the basic facts about international marketing discussed in this paper include; global promotion and marketing practises that applies to different regions. The major findings of international marketing are also indentified in this discussion in order to shade more light on factors that have profound implications on international marketing.

Objectives and methodology used

The objectives of promotion and communication in a global marketing perspective are to capture the attention of the country’s population and convince it to purchase the products or services. In order to achieve this, many countries adopt different strategies or methodologies as identified in three levels below.

First Approach

An international company may use the same message to communicate to its prospective clientele with variations in colour, language and name. The rationale for this is because of the different implications of colours, names and even messages in different regions. For instance, some colours are a taboo in some countries, in Burma purple is associated with death. Some words like “got milk” means “are you lactating” in Spanish. In order to gain international recognition, it is thus imperative for an international company to consider these fundamental aspects (Gillespie 2010).

Second approach

International companies that employ this approach use similar theme worldwide to communicate to different countries but adapts a copy that fits to each local market. As an example, Carney Soap commercial depicts a beautiful woman taking a shower while in Venezuela the company used a man bathing. In essence, this method aligns the theme with the cultures of different countries.

Third approach

This methodology involves approaching the international market with a global pool of varying ads so that different countries can pick the most suitable message for them. This is important because the international company has to ensure that it communicates to its customers effectively. Goodyear and Coca-Cola are a few examples of companies that have adopted this approach. In some instances, managers of different countries are allowed to formulate specific ads for different companies in order to achieve promotion of its products through effective communication (Kurtz 2009).

Analysis of the major findings

International marketing approach differs from local marketing because of the varying market environment in different regions. The major finding here is thus the implication of communication and promotional strategies in different regions. For instance, marketing of pork in Islamic states is a remedy for market failure; this is because of the religious faith of the Muslim that detests any product related to a pig. The other factors that have profound implications on international marketing are political climate, economic status and cultural beliefs. Political status has an immense effect on companies because the business environment is largely affected by any political turmoil of corruption. This is because it increases the cost of doing business and also the risks associated with doing business in that region. The economical consideration also influences marketing and even establishment of international companies because it defines the purchasing power of the citizens of a given country. The higher the economy the higher the purchasing power and vice versa. Cultural consideration also influences the way in which marketing communication is conducted in a country (Cateora 2010). Taboos are common in different regions and hence the need to fully comprehend the nature of the regions culture in order to use the appropriate marketing strategies to reach the potential customers.

Implications for international marketing theory and practice

Regardless of the nature of business globally, the fundamental theory and practise still play a pivotal role for the company’s survival. For instance, the “the four ps” namely product, price placement and promotion theories still have a profound implications in international level. The international company has to place its product strategically, price it effectively and thereafter conduct promotion for the product. According to Schwarz (2008, p.23) the applications of these fundamental marketing theories differ with regions because of varying market conditions and cultures.

The other imperative market theory that finds its practise in international arena is the SWOT analysis (Strength, Weaknesses, Opportunities and Threats). Irrespective of the marketing environment, in order to gain competitive advantage a business must effectively perform analysis of strengths, weaknesses, opportunities and threats. SWOT analysis therefore has an intense implication in the global perspective. Like in the local marketing, PESTLE which stands for (political, economic, social, technological, legislations and environmental) analysis is also practised in international marketing because of its foundational implication in marketing. PESTLE analysis differs with countries and thus imperative to understand these different perspectives of PESTLE (Ajami 2006).


As identified in this paper, there are different approaches that an international company can take while approaching a global market. These different approaches differ because of the varying market conditions in different countries. Some of the basic factors with intense implications on international markets are political, legal and regulatory measures, culture and economical among other factors. Fundamental concepts of marketing theories and practises such as market mix (four ps), SWOT and PESTLE also applies in international marketing and varies with companies.


Ajami, RA 2006, International business: theory and practice, M.E. Sharpe, London.

Cateora, P & Gilly, M 2010, International Marketing, McGraw-Hill Companies,Inc., Michigan.

Gillespie, K & Jeannet, J 2010,
Global Marketing,
Cengage Learning, Canberra.

Kurtz, DL & MacKenzie, HF 2009, Contemporary Marketing, Cengage Learning, New York.

Schwarz, EC & Hunter, JD 2008, Advanced theory and practice in sport marketing, Butterworth-Heinemann, Sydney. PP. 23-34.