Promotion standardisation vs. Modification.

... Promotion standardisation vs. Modification Porter "think global act local" Burnley (1998) tells us that these days many firms are now forced to examine the basis of many of their marketing strategies. This is due to the standardisation vs. modification debate. For marketers with products sold in many countries the basic decision tends to centre on the level of standardisation within their communications strategy. There are 5 main elements of the communications mix: 1. Advertising 2. Sales promotions 3. Personal selling 4. Public relations 5. Sponsorships Pride (1992) All of these elements will be affected in some degree when a company enters foreign markets due to the cultural, legal and languages differences. The diagram below shows how these influences can affect firm's international communication policies when going to other markets. Jeanette & Hennessey (2001). Numerous academics such as Jeannet & Hennessey (2001) state that in order for a company to launch a worldwide-standardised program certain conditions have to exist: 1. The overseas market

want to read more? →