Question

Using Apple ...

1. Describe the methods that you plan to use to create global presence and visibility in your advertising campaigns.

2. Select the best promotional tools to promote your product in the global market. Discuss the associated pros and cons of these tools as well as any ethical concerns.

Answer 1

1. In other words, global marketing is the process of concentrating a commodity on the needs of potential buyers. A global marketing strategy usually requires a company to do new market research, find countries where the product of the company may be popular, and then locate the brand to represent the needs of those communities. Global content marketing considers the whole globe by producing suitably targeted by-country content. In content marketing, there's no one-size-fits-all, particularly when a company wishes to cater to a diverse global public. Any company that wants to grow and enter a global audience should consider implementing several teams with varying approaches to engage. Applying the same content and brand advertising across the globe and generating the same reviews and conversion rates is simply impossible. That's because each nation, territory, and locality has unique needs, terminology, and knowledge consumption methods.

Methods to achieve global brand awareness:

Companies can achieve global dominance either through organic growth or by inorganic means.

• Geographic extensions: A company is bringing products into new global markets. The organization would have to determine to what degree standardization is feasible in each regional sector. This approach would be particularly effective if the new customer is close to that it currently serves because it does not allow the business to make many changes in the form of a logo, logo communication and additional services. It can often happen that the new market will vary so greatly from the markets it currently serves, that a new product needs to be created for the market, new methods of marketing the brand need to be established, and new services with the product need to be introduced. Such a foray into a new regional market would be very expensive and risky, and can only be justified if the business opportunity is very large.
• Brand acquisition: A company buys products that are already available in the markets the company wishes to join. The brand acquisition is the most rapid form of global brand growth. The firm will maintain and help the basic elements of the acquired brand with its financial and managerial capital. This is a strong business strategy which is very different from the markets currently served by the company. If the company wanted to launch its brand in such a market, it would have to make wholesome improvements to the product design and the way it's being advertised. The company should make use of its expertise to launch its brands at some later stage.
• Brand alliance: The organization is entering into joint ventures or alliances with regional or cross-border business brands. The company can find the new market very different from the one in which it operates. It is unable to make wholesome improvements in the product design and the way it is sold because it is unsure if it knows the market enough to bring in such improvements. It's also sceptical about purchasing local brands as it doesn't know the real strengths of local brands, and isn't sure how the local brand can function as part of its brand portfolio and whether it can add some value to the brand. Essentially, the company is afraid to walk alone in the new market. It's looking for a partner who's got new business experience. The local partner offers consumer awareness and local climate while the foreign-based corporation offers the technology and most services. Such an alliance does not last as long as the foreign-based business quickly acquires ample information about consumers and local circumstances, and does not feel the need to support a partner who does not contribute much to the relationship anyway. The foreign-based business in most cases buys out the local partner.

2. The 4 Ps of marketing is commodity, quality, location and promotion. All four of these components combine to make the marketing campaign effective. Promotion is intended to convey the message of the business to the customer. The four primary promotional methods are advertisement, product promotion, direct marketing, and public relations.

• Advertisement: Advertisement is characterized as any form of paid product, service, and idea communication or promotion. The ad is used not only by corporations but also by the museum, government and voluntary organizations in many instances. The diagnosis, however, has included advertisement defers from an agency to an agency. Development of ads involves decision-making across five Ms Task, Resources, Message, Media and Measurement. The mission is trying to set promotional goals. The goals may be to educate, to convince, to recall or to reinforce. The objective will suit the Company's marketing plan. If the message has been determined the next step is to finalize the distribution of the message through the media. The choice of depends on media coverage, transmission frequency and potential consumer effect. Based on this choice of media styles, newspaper, television, direct mail, radio, magazine, and internet are made from. Upon which timing of the message's broadcast is necessary to attract the target audience's attention. Checking the communication efficiency is important to the strategy of the organization. Study and analysis into the results of study contact and sales results are two forms.
• Sales Promotion: Marketing is an enticing method for speeding up short-term sales. Promotion may be conducted targeting customers or trade. Advertising's emphasis on justifying to buy the advertising aim is to create an opportunity to purchase. Samples, discounts, free trials and demos may be marketing rewards. Price off, free supplies and allowances may be the trade incentive. Salesforce motivation may be the convention, trade shows, competition between sales staff. Sales marketing behaviour may have several targets, such as gaining new consumer interest, rewarding current customers, through occasional product usage. Commonly, product promotion is aimed at fence-sitters and model changes. Sales promotional activity for the product is selected looking at the company's overall marketing target. The final range of customer marketing tools needs to take into the account the target market, budget, competitive response and the intent of each tool. Before introduction, sales marketing operation will undergo pretesting. If the operation is started it should be reviewed to remain within the budget. The evaluation plan is a must after the promotional scheme is introduced.
• Public Relations: Organizations can not function alone and need regular contact with clients, staff and multiple stakeholders. This partnership support is provided by the Office of Public Relations. The public relations officer's main role is to handle press releases, to promote product ads, to build and preserve the corporate image, to handle matters with politicians, to direct the management of public concerns. Organizations are looking at ways in which marketing and public relations roles overlap in public relations strategy. The primary duty of public relations marketing (MPR) is to help branding efforts for businesses and products.MPR is an effective resource for awareness building by media stories generation. MPR may build a reputation and generate a sense of enigma among salespeople as well as dealers to fuel interest once the story is out in circulation.
• Direct marketing: The contact creates direct marketing through a direct channel, without the use of any intermediaries. Direct marketing may be used for message distribution or service delivery. During this development story, the internet played a significant role. Direct marketing saves money and allows a personal and enjoyable experience. Direct marketing reduces the costs of companies. Advertising face to face, direct mail, catalogue marketing, telemarketing, television, and kiosks are direct marketing outlets. Advertising, promotional activity, public relations and direct marketing play a crucial role in helping companies achieve their marketing objectives.

Pros:

• Good to knowledge building.
• Efficient at attracting a wide audience.
• Repeating the main brand and placing the product helps create trust in the customers.
• Highly social-plenty of buyer-seller contact.
• Excellent for the communication of information and features on complex/detailed product.
• Relationships should be built up-critical if it takes a long time for the sale to close.
• Can induce rapid sales spikes by focusing promotional offers on individual goods.
• The good tactical device on the short term.
• Often perceived as more trustworthy-because the message tends to come from a third party.
• Cheap way to attract other consumers-if the advertising is done through the proper media.

Cons:

• Impersonal-can't answer all the questions a client has to ask.
• Not good at getting consumers to make a final decision on the purchase.
• Costly-hiring a sales force in addition to wages, has many hidden costs.
• Not ideal when there are thousands of major buyers.
• Customers can become accustomed to the effect when used in the long term.
• Too much advertising can be harmful to the brand image.
• Risk of losing control- can't always control what others write about your product or say.