Topic
Marketing communication and Environment
Instructions
Choose ONE topic from the following three. The questions should be answered as one single essay in two parts. Do not answer as two separate questions. See Marking Criteria below.
- The Marketing Environment and Standardisation vs Adaptation
Part A
What is the marketing environment in International Marketing? Briefly discuss each element of the macro environment and explain why it is important to international marketing.
Part B
Discuss why the marketing environment is important to decisions on whether to standardize or adapt products in overseas markets.
- Segmentation, Targeting, Positioning, and Branding
Part A
Explain the concept of Segmentation, Targeting, and Positioning in International Marketing and explain why this is important to marketing strategy.
Part B
What is the relationship between positioning and branding? Give an example of a global brand that has had to adopt different positions in different countries and explain why this has happened.
- Marketing Communication and Environment
Part A
What is marketing communication? Analyze the roles that communication plays in the international marketing process.
Part B
Why should a marketer be sensitive to a country’s environment when developing a communication campaign?
Answer Preview
Marketing communication is an important aspect of business, whether from a national or global perspective. Marketing communication is intended to pass the right messages to the target consumers, to ensure that the buyers understand the products ad can make informed decisions when making purchases (Chand, 2013) In the international environment, marketing communication is especially critical since the audience is diverse. As such, there is a need for the marketing firm to strategize on the best way to send the intended message home, so as to appeal to the target market.
Word Count: 2700