Page 141 - International Marketing

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BRILLIANT'S Managing International Market 143

 a receiver receives that message and
 the sender and the receiver have a shared meaning.
Objectives of International Marketing Communication (IMC)
The objectives of international marketing communication are as
follows:
1. Introduction of new products: A
proper communication is essential to ensure Objectives of
that overseas customers know about the prod- International Marketing
uct, its benefits, where it may be available, Communication (IMC)
how to get more information about the prod-
uct, etc. Therefore, as the first step, interna- 1. Introduction of new
tional marketers create awareness about the products
product through international communica- 2. Inducing potential
tion. customers to buy
2. Inducing potential customers to 3. Reminding users
buy: When international customers come to 4. To create brand image
know about the features, quality, price and 5. To intimate customers
other characteristics of the new product then about new uses of a
they will be interested in buying the product. product
A constant marketing communication could 6. To highlight brand
convert potential customers to actual buy- character
ers. Demand for the product from the cus- 7. Dealer support in local
tomers will also force the traders to main- markets in different
tain the stocks of the product. countries
3. Reminding users: Manufactures 8. Increasing retail trade
continue to promote their products to main- through special pro-
tain the buyers' interest. This is necessary motional offers
to meet the challenges posed by the com- 9. To introduce a brand in
petitors who introduce new products in the foreign markets
market. Existing customers have to be com-
municated regularly in order to encourage repeat purchase.
4. To create brand image: Business firms get into marketing com-
munication across national borders in order to establish an image for the
brand and create customer loyalty. When customers develop brand loy-
alty, they are not inclined to shift to other brands easily.
5. To intimate customers about new uses of a product: Market-
ing communication is used to convey new uses of an existing product to
the international customers or to draw their attention to some new fea-
tures of the product. This objective of marketing communications is meant