ABSTRACT
As part of international marketing it is necessary to make customers and potential customers aware of the product, or service, being marketed. Methods of developing this awareness are similar to those used for national marketing. However, within the international context, the methods used for national marketing necessarily become more complex, due to their being applied on a larger geographic scale and across different cultures. It is these issues that will be discussed in this chapter. <inline-graphic content-type="black-white" xlink:href="<a href="https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203499528/a28c1649-9633-465f-a39c-0bc8876012be/content/light_B.tif" target="_blank">https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203499528/a28c1649-9633-465f-a39c-0bc8876012be/content/light_B.tif</a>" xmlns:xlink="<a href="https://www.w3.org/1999/xlink" target="_blank">https://www.w3.org/1999/xlink</a>"/>Learning Objectives
The objectives of this chapter are that you should be able to:
demonstrate how international promotion operates;
examine the contribution that elements of the promotional mix have within international promotion;
identify appropriate promotional methods for different international markets;
review the process of planning and implementation of an international promotion programme;
establish how the effectiveness of an international promotion programme can be ascertained;
investigate the role of international promotion within international marketing.
When you have completed the chapter you should be able to:
articulate ways in which promotion supports international marketing;
evaluate the role of advertising agencies in international promotion;
apply appropriate promotion methods in different cultures;
determine the role of marketing research in monitoring the effectiveness of international promotion;
distinguish how international promotion is implemented for mass consumer and industrial products and services.
