COMMUNICATION MODEL IN INTERNATIONAL MARKETING

Communication Model in International Marketing

Communications Model in International Marketing

Introduction

Globalization has led to tremendous changes in the way organizations interact in the international frameworks. The interplay of inter organizational components depend on the way mangers within the organization communicate and negotiate. Organizations have to formulate ways to communicate with a wider audience as a practice of effective international marketing. This is an integral part of the communication model that offers ample of benefits to the whole region in which the company operates. International marketers will continue to use vertical communication approaches as they implement strategic promotional plans. However, social marketers will shift their focus from primarily message design and initial placement to responding real time to the communication process. The innovativeness of marketers, the trends of global businesses, the perceptions of employee about the company, the nature of products and services, the preferences of companies, the popular ways of marketing the product or service, everything has to be taken into account. International marketing carries all activities undertaken by the company in order to penetrate, develop, and make profits in the foreign markets. These activities should enable the company to optimize the use of its resources and to ensure its long-term competitive advantage in foreign markets.  This strategy uses an extension of the techniques used in the company's main country. There are many differences between the domestic marketing and international marketing in a cultural, political, religious, customary, and more ideological way. Because of language barriers it is more difficult to obtain and interpret information. The advertising message has to take care of many cultural differences among countries. This includes the differences of language expressions, habits, gestures, ideology, and many more. In today's competitive world communication is very important to interact with other countries and penetrate in their market.

During business meetings in Japan, displaying an open mouth is considered rude. In Germany, smiling and laughing are considered inappropriate during business meetings. A person is considered to be thinking deeply when arms are folded across the chest in Japan. Hand gestures such as the thumb and first finger forming a circle means alright in some cultures but signifies homosexuality in Turkey and “screw you" in others. Syrians are known to utilize a high level of nonverbal communication during business meetings. Hand gestures are prevalent, and close association, including touching, is common. Bulgarians shake their head from side to side to indicate yes and up and ...