International Marketing: Factors Affecting Communication and Role of Technology

This presentation discusses the factors affecting communication in international marketing, such as local customs and culture. It also explores the role of technology in improving communication, particularly through social media marketing. Additionally, it examines the need and implications of various marketing and sales communication strategies, using Tesco as an example. The presentation concludes with a discussion on glocalization and the importance of effective communication in assessing the needs of both local and global consumers.

INTERNATIONAL
MARKETING

TABLE OF CONTENT
 Introduction
 Task 3
 Conclusion
 References

INTRODUCTION
 The presentation will outline the different requirements of the communication
at the international level. Further it will discuss some technologies involved in
international marketing.

Different factors which affect
marketing communications
 There are many factors which affects the marketing communication,
some are as follows-
 Local customs- The customs of UK are different from that of Brazil.
Customs are the tradition which are being followed since ages. Like people of
UK likes to communicate in formal way. But Brazilians love to interact with
each other in relaxed and informal way.
 Culture- It also affects the communication among people. It is so because of
the reason that culture of different countries are different from one another.
Like the UK culture is mostly based on its history on the other hand Brazilian
culture is majorly western and is a mix of diverse cultures.

Role of technology in communication
of international marketing
 As the communication at the international level might be confusing and not
clear so here technology helps in communicating more clearly and effectively.
The role of technology in communicating as international level are discussed
below-
 Social media marketing- With advancement in technology
commination at international level has been increased. The social media
marketing is the best method of communicating internationally. With the help
of this method any country can communicate with any other country at any
distance with just one click.

Need and implication of various
marketing and sales communication
strategies
 Marketing and sales communication strategy are different techniques which
company use to interact with the consumers in order to promote the products
and services of the company within the market. The different strategies used
by Tesco are as follows-
 Social media advertising- It is a method of advertising which Tesco
uses to promote its product and services in Brazil. This method is used
prominently because it is most popular and cheap method of marketing and
communicating with others. It is cheap because it covers a large portion of
population.

Glocalization and its effect on
communication
 It is a combination of localization and globalization which is used to describe the
development of product and services and its distribution at global level but it also takes
into consideration the local consumers as well. Communication for glocalization is
very necessary because in glocalization the company has to correctly assess the needs
of both the local consumers and global consumers. If the communication will not be
proper then Tesco will not be able to assess the needs correctly.

CONCLUSION
 The presentation outlined some factors which affects the communication like
customs, language, culture and many others. At last the report discussed the role
of technology in marketing communication. Along with a discussion on need
and implication of marketing strategies like social media advertising and
blogging.

REFERENCES
 Amankwah-Amoah, J., Boso, N. and Debrah, Y.A., 2018. Africa rising in an
emerging world: an international marketing perspective. International
Marketing Review. 35(4). pp.550-559.
 Demangeot, C., Broderick, A.J. and Craig, C.S., 2015. Multicultural
marketplaces: New territory for international marketing and consumer
research. International Marketing Review. 32(2). pp.118-140.
 Gillespie, K., 2015. Global marketing. Routledge.
 Gnizy, I. and Shoham, A., 2014. Uncovering the influence of the international
marketing function in international firms. International Marketing
Review. 31(1). pp.51-78.

THANK YOU