Marketing Communication Strategies For International...

Generally, two types of market approaches are considered to go for global marketing and those †¢ Global Approach †¢ Customized Approach QUESTION 9: Which strategy will you use for your product-standardization, extension, adaptation and invention? ANSWER: Some of the important product communication strategies used in international marketing are as follows: A product can be marketed abroad only with the help of a communication strategy, which is what conveys the promotional theme to consumers abroad, allowing them to form perceptions about the product, spelling out, in turn, the quantitative and qualitative sales for the manufacturers. Keegan has identified five major product communication strategies; international marketers can chose from to convey the message to customers in different foreign markets. Strategic Option 1: Product and Communications Extension – Dual Extension: At one extreme, a company might choose to market a standardized product using a uniform communications strategy. Early entrants in the international arena will often opt for this approach. Also, small companies with few resources typically prefer it. Strategic Option 2: Product Extension – Communications Adaptation: Because of differences in the cultural or competitive environment, often the same product is used to offer benefits or functions that dramatically differ from those in the home market. These differences between the foreign and home market drive companies to market the same product usingShow MoreRelatedCommunication Plan Kudler Fine Foods1312 Words   |  6 PagesCommunication Plan Team B University of Phoenix MKT/571: Marketing Kudler Fine Foods has decided to launch a product in both domestic and international markets. 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