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Television

This document discusses the role of various technologies in international marketing: 1) Technology plays an important role in coordinating global research, production, and marketing activities and has made strategic use of technology a key factor in business success. 2) Television is a major advertising medium as consumers spend many hours watching TV and ads can demonstrate products to create desire. In foreign markets with limited promotion, TV can create awareness of new and existing offerings. 3) Information technology, like management information systems, allows understanding customer needs in foreign countries and creating awareness of products, making it a competitive advantage in global business. 4) Mobile marketing directly delivers targeted promotional messages to consumers with high response rates through coupons, offers,

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Anindya Ghosal
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31 views

Television

This document discusses the role of various technologies in international marketing: 1) Technology plays an important role in coordinating global research, production, and marketing activities and has made strategic use of technology a key factor in business success. 2) Television is a major advertising medium as consumers spend many hours watching TV and ads can demonstrate products to create desire. In foreign markets with limited promotion, TV can create awareness of new and existing offerings. 3) Information technology, like management information systems, allows understanding customer needs in foreign countries and creating awareness of products, making it a competitive advantage in global business. 4) Mobile marketing directly delivers targeted promotional messages to consumers with high response rates through coupons, offers,

Uploaded by

Anindya Ghosal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Introduction

In the past two decades, we have witnessed a dramatic increase in the value of
technology to business organizations. Sophisticated, new technologies have been a
catalyst for many markets for goods and services becoming truly global in nature.
Technology plays an important role in the coordination of research and development,
production, and marketing activities across borders (Roche, 1992). The globalization of
markets and industries and the changing role of technologies within business
organizations have made the strategic use of technologies as a key element in
determining the success of a company.

Television
Watching TV is the most common leisure activity throughout the globe today. It is the
medium where the consumer spends the most "attentive" time. A number of surveys
report average daily television viewing time as high as five to six hours. No wonder it has
grown into a giant advertising medium. TV advertising can show and tell many people
about your product or service, and actually demonstrate the benefits of ownership.
Since they see how it works and how it is packaged, every time they see it they will be
psychologically reminded of their desire to have it.

In foreign market where company has fewer opportunities to perform various other
promotional activities, TV can be used as the mode of advertisement. It will make
people aware about the new offerings as well as reminding the old ones.

Information Technology
The management information system is a key on the use of IT as a competitive
"weapon" in the field of international marketing. It has been proved that IT plays an
important, if not crucial, role in the strategy of a corporation while going global.
Understanding customers’ need of foreign countries and also make them aware of the
availability of a product became very easy through IT, in the field of international
marketing.
Mobile
As a international marketing delivery channel, the mobile phone is unrivalled in its
ability to put timely promotional materials in front of consumers and get superior
response rates. Brands can undertake a range of direct marketing activities via mobile
including:

Coupons and vouchers - For redemption in retail stores or online.

Promotional offers - Respond via SMS or click to access brand's WAP site.
Redeem in-store by showing the offer on the mobile phone display to the
retailer, or on the Web by entering unique offer codes.

Online traffic building - Build traffic to mobile internet site via WAP-push
technology.

For businesses doing mobile direct marketing, major benefits are numerous and include
all of the following:-

Fast campaign set up - Shorter lead times when compared to broadcast
advertising

Better campaign testing - Test and tweak different versions of adverts to


improve success.

High level targeting

Response measurability down to the individual

Direct delivery of marketing messages

Delivery receipts verifying which messages are delivered

Higher response rates than typical Internet and conventional media channels.
Internet And Telephone
Internet and telephone is mainly used international marketers as a tool to reach the
customers directly (Direct marketing). The Indian IT industry is one good example for
Business to business international marketing. They find key individuals of the targeted
company through internet. Through the email nomenclature finding process they find
out the email address of the key individuals of the targeted company and sends them
direct mail with details of their offerings. Telephone also plays a very important role in
this process, the further dealings and initial proceedings of the business are done over
telephone.

Tourism is a good example of Indian marketers where internet and telephone is largely
used to target foreign customers.

Satellite And Computer


Both of them are used as tools to perform various activities in international marketing.
Satellite is used as a tool to transmit data again computer is the basic requirement to
perform a email sending activity.
ANINDYA GHOSAL
08PMP00006
BATCH OF 2011

International Marketing

Continuous Evaluation - C1 Component- Home Assignment

To assess and understand the impact of Technological


Objective:
environment factors on
International business operations.

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