Page 199 - GLOBAL STRATEGIC MARKETING

in the mind of the consumer. However, counterfeiting, parallel importing
and conflicting messages from pressure groups can devalue what the

company has tried to build as this can affect the price of brands
(counterfeiting and parallel importing) and instil negative associations
about a brand in the mind of the consumer (pressure groups). The

organisation also needs to consider whether it will take a standardised
approach or adapt the message for the international consumer. This

depends on the orientation of the company and what it wants to achieve.
Many organisations take a standardised approach (with product
considerations) and also with the communication of that standardised

approach; such as Nike in China and Benetton. However, sometimes it is
necessary to adapt the product as well as the communications strategy to

take into consideration cultural differences and nuances. Whatever the
strategy, objectives need to be set and the different marketing
communication tools decided. Different tools that can be used for an

integrated strategy include advertising, promotion, public relations,
sponsorship, word of mouth, personal selling, trade exhibitions and direct

marketing. The messages communicated to different stakeholders are
usually undertaken by an agency and can be extremely expensive.
Agencies have also adapted to the global nature of the market and offer

integrated global solutions especially for standardised communications
(Doole and Lowe, 2008). Good relations are the key to success with an

agency as well as building long-term relationships with consumers. This
results in brand loyalty, repeat purchases and customer satisfaction.

8.5 Communication: the customer perspective

Communication tools include public relations, sponsorship, celebrity
endorsement, trade exhibitions, sales promotion and advertising to name

a few (Doole and Lowe, 2008). From the customer perspective,
communication or promotion presents particular problems where there are

different languages, cultures, laws and advertising media. Promotion,
therefore, usually differs from one country to another. Nationality is
another issue if the firm prefers to introduce itself as a local, foreign or

multinational company (Terpstra and Sarathy, 2000). Advertising is the