1. FMA 601 Foreign Market Analysis
Module 7:
Global Integrated Marketing and Future

2. Global Integrated Marketing Communications
Reasons for Developing an Effective Global Campaign:
Helps determine the global market for a product
Acts as a cornerstone for coherent global strategy

3. Factors Influencing International Marketing Strategy
Demographic/ Economic
environment
Technological/
Physical
environment
Marketing
Intermediaries
Information system
Planning system
Product
Publics
Promotion
Organisation system
Control system
Target
Customers
Suppliers
Price
Place
Competitors
Political / Legal
environment
Social / Cultural
environment

4. The Marketing Communication Process
Sender
(Encodes Message)
Message
Message
Channel
Receiver
(Decodes Message)
Noise
Feedback
Communication
Outcome

5. Global Integrated Marketing Communications
Advertising: Any sponsored paid message placed in a mass medium
Global Advertising is the global use of the same advertising appeals and messages

6. International Advertising
Perform marketing research.
Specify the goals of the communication.
Develop the most effective message(s) for the market segments selected.
Select effective media.
Compose and secure a budget.
Execute the campaign.
Evaluate the campaign relative to the goals specified.

7. Growing Popularity of Global Advertising
Spur short-term sales
Build long-term product identities
Significant savings in production costs
Growth of pan-European or pan-Asian brands

8. Negotiation
Business negotiations are perhaps the most fundamental business rituals.
The basic elements of business negotiations are the same in any country.
They relate to the product, its price and terms, services associated with the product, and finally, friendship between vendors and customers.
One standard rule in negotiating is “know thyself” first, and second, “know your counterpart.”

9. Customer Engagement
The future of marketing is about relevance and engagement
The web is all about value exchange
We are witnessing a consumptive shift from mass consumption to individualized consumption

10. Encouraging Social Engagement
Traditional consumption of media is not engaging
To foster engagement, action on the part of the consumer is required
“Curation” is the act of rating, reviewing and otherwise passing judgment on content available in a social setting

11. Using Data to Drive Business Value
Customer Experience Dashboard:
Web analytics
Customer experience
Voice-of-the-customer programs
User testing
Experience research
Social listening

12. Management and promoting Internal cooperation
Moving human capital within the organization
Teaching about what a person knows and believes about what it takes to succeed.
Developing a “boundary-less” organizational perspective.

13. The Future of Foreign Market Analysis and global marketing
International markets
source of high profits
cushion slack in domestic markets
Common sense for a new global age as emerged characterized by:
vulnerability
outrage
collaboration
politics
connection