International and Sectoral Marketing: Successful Communication Report

This report delves into the complexities of international and sectoral marketing, focusing on the critical balance between global and local approaches in marketing communication. It begins with an introduction to the global marketplace, emphasizing its role in job creation and business stability. The report then explores various communication tools, such as advertising and sales promotion, and their impact on consumer decision-making. The core of the report analyzes successful and unsuccessful global marketing communication initiatives, including examples of direct marketing, packaging, sales promotion, sponsorship, advertising (print, TV, outdoor, etc.), public relations, personal selling, and point of purchase. By reviewing the literature and providing specific examples, the report aims to illustrate how companies navigate the global-local paradox in their marketing efforts. The report also highlights the importance of adapting marketing messages to suit local cultures and preferences, providing valuable insights into the challenges and opportunities of global marketing communication.

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International and sectoral marketing
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Introduction
Global marketplace is described as all the inclusive customer or the probable customers to
purchase a product or service all over the world. According to the Cambridge Business the
companies that generate more sales, this enhances the jobs creation, having a global market the
business gains stabilities in the regional operations. According to research by (Dosi, G., Grazzi,
M., & Moschella, 2015). the market entitles the emergence of products and pricing that appeals
to the target customers, the communication controls all the activities , it informs, influences the
customers or consumer in making their decisions (Mărginean, S., Ogrean, C., & Orăștean, R.
2018).. The tools of communication persuades in the different forms such as sales promotion,
advertising, are some of the tools in use to make more targeted communication.
The global marketing communication among many organizations ensures that it persuades,
informs and reminds the consumers either directly or indirectly about the brands of products that
they all sell. It also shows the particular differences of the products and brands that exist on the
market. Examples like the mineral products such as highland springs and Perrier, are largely
common, the essence in the marketing communication of the products shows the representation
of the voice of the brand by itself, it creates a dialogue and build an informative relation with the
consumer of the product (Chen, Y. 2016). It is important to check on the elements of marketing
communication that shows uniqueness of the product from other similar products.

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The difference from the Burger King from the McDonalds is ensuring the burger is grilled over
the flames for better tastes. This is to produce the different tastes in the market. For spec savers
Opticians reinforce and ensure that they bring people back to the eye care market through the
communications they make (Chen, Y. 2016). The role of communication in informing the
consumer of the services, ensures that persuasive information is given to the audience.
The marketing communication has a role of promotion of its product in the global market, each
communication tool has its approach and characteristic. For example Packard Bell has the
advertising done to the retailers. Companies should choose the right combination of promotion to
their target consumer (Mottner, S., & Ford, J. 2010). Advertising in the global market can build a
long term image about the product for examples the products such a Coca-Cola and Mercedes
Benz are likely to make quick sales. In case where the advertising of the products use celebrities
to target the people, it enhances the use of the product by the consumer. There is a perception
that the highly and most advertised product is likely to be of good value.
According to the theories of advertising in the global market, the advertisement the large
audience is determined by the population that consumes the products. The global marketing
enables the buyer have the choice of the different products that are available (Mottner, S., &
Ford, J. 2010). In addition the advertising give the opportunity for the business to dramatize the

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products and lead people to pay attention to the product. The sales promotions stimulates the
faster responses from the consumers, it also highlights the effects of the products and this boost
the sales of the brands.
References
Mărginean, S., Ogrean, C., & Orăștean, R. (2018). Emerging Issues in the Global Economy 2017
International Economics Conference in Sibiu (IECS) (Springer Proceedings in Business
and Economics). Cham: Springer International Publishing : Imprint: Springer.
Dosi, G., Grazzi, M., & Moschella, D. (2015). Technology and costs in international
competitiveness: From countries and sectors to firms. Research Policy, 44(10), 1795.
Chen, Y. (2016). Constructing Marketing Indicators and Measuring the Satisfaction of Asian
International Students in the Higher Education Sector. Review of European Studies, 8(1),
166.

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International journal of nonprofit and voluntary sector marketing (International journal of
nonprofit and voluntary sector marketing 20.2015). (2015).
Mottner, S., & Ford, J. (2010). International Journal of Nonprofit and Voluntary Sector
Marketing: Special issue on marketing and religion. International Journal of Nonprofit
and Voluntary Sector Marketing, 15(4), 301-304.