Author: Emily and Paige

What is International Market Communications?  International market communications includes all methods companies can use to provide information to and communicate with existing and potential customers. This can be greatly influenced by many factors such as cross-county cultural differences (language, economic, socio-cultural, legal and regulatory). Some examples of different forms of international marketing communications are advertising, […]

Global Marketing Channels  Marketing channels are crucial both on a global and domestic level, and ultimately create utility for the customers. The physical flow of goods or services through channels is how companies can distribute and market their brand. Channels are made up of a coordinated group of individuals or firms that perform functions that […]

Why is an international pricing strategy essential? According to Dr. Eckhard Kucher, the primary objective of an international pricing strategy is to maximize total profitability across countries, while reducing the opportunity for potential global issues to arise. One such issue is parallel trade, where identical products are sold at significantly different prices in different countries, […]

What is Global Branding? Global brands are brands that are recognized throughout much of the world. Many companies intend to create global brands through various marketing and branding efforts. This global branding strategy is when a company effectively offers a product or service where the advertising, positioning, strategy, personality, that successfully look and feel are […]

Why analyze consumer behavior? Consumer behavior analysis can help marketers to develop products and campaigns that appeal to an individual or group of consumers. By understanding the thought process behind consumers’ problem recognition and decision-making, marketers can tailor their products or services to resolve the unmet needs or desires of consumers, leading to strong brand […]