Using the 4P Strategies of Marketing in Entering New Markets
As a result of rapid globalization advancements, a significant percentage of having resorted to international modes of marketing in attempts to venture in new marketing zones. The importance of such strategy borders on the practical ways that familiarize customers with the firm and its products. Album, Duees and Strandskow describe this mode of marketing as the selling of information, products and service across various boundaries of the political landscapes.
They also point out that the international strategies of marketing are similar to those of local regions, which border on the 4Ps, but it is also characterized with a lot more complexities. Hollensen adds that the strategies are designed to adapt to different cultural structures, languages, demands of consumers, and climatic conditions. In this paper, however, I have given an analyzed outline of the case studies that relate to decisions on different promotions and products.
According to American Marketing Association, marketing is a procedural process that involves making plans, as well as the execution of prices, concepts, distribution and promotion of services, ideas and products. Normally, it is conducted in order to make exchanges, which aim at satisfying the targets of organizations and individuals. Additionally, it is a procedural process of applying prices, promotions, places, and products in the global markets.
It is believed that the cultures and policies in international markets are more diverse than the domestic marketing strategies. Grunert argues that involves marketing within a singular country with little culture diversifications. The 4Ps are basic marketing elements, and they denote promotion, price, product, and place. Products are the basic elements used for meeting the customers’ demands, while prices are those used for the generation of revenues.
In the marketing, places refer to different sets of organizations that create services and products purchased by other firms and customers; promotion is the means of reaching out to the consumers. However, a number of scholars have suggested that the relationship mode of marketing should be used in lieu of the 4Ps.
Gordon argues that the relationship marketing enables identification and creation of added values with consumers as well as profit sharing during the association period. Other strategies of international marketing are differentiation and standardization of products. Standardization is mainly practiced by the Coca-Cola Company, which markets different soft drinks with the same company logo in various countries, while differentiation is practiced by the P&G Company, which markets different brands in several countries.
Online Discussions for Shannon and Weaver Communication Process Model
Applying the Shannon and Weaver Communication Process Model on the online forums of discussions was conducted by five people – Andes, Ali, Isa, Danielle, and Priyanka. The task was grouped into two groups – analyzing the eight components of the model and several detractors that hinder communication. Particularly, the cultural diversifications may derail the communication process.
According to the University of Rhode Island (2004), the basic components of the model include; source, encoder, message, channel, decoder, receiver, noise, and feedback. The source is the initiator of the process of communication and usually initiated for a certain reason. It is, therefore, the duty of the sender to clarify the message being conveyed. This involves phasing out confusing concepts in order to ensure that the message is simple and clear.
It is recommended that the host should be well conversant with the topic and the person he/she is addressing. After which, appropriate format of conveying the message should be laid down. This is the encoder stage, which is followed by ensuring that the message to be communicated contains adequate information. The channel, on the other hand, refers to the way in which the message is sent to the recipient.
While there are several channels, online forums use the electronic one. Any barrier that hinders the transfer of the message is referred to as noise. Noise disrupts the reception of the message by the receiver. The sound waves are distorted and the resultant is a combination of many sounds that do not have meaning. It involves several factors, including using a difficult vocabulary and barriers in languages. While encoding involves analyzing the message to be sent, encoding is the processes of analyzing the message to be received.
A decoder does the message before it reaches the receiver. The receiver here may be just one person or an audience. It is the obligation of the sender to determine the receiver of the message, who will give feedbacks in response. According to the Shannon and Weaver Communication Process Model, feedback results from the different forms of communication.
Communication theory outlines that it is the outcome of any communication. The online discussion forums, for instance, can be hindered by several detractors. Since this model is based on the quality of the signal, a fluctuation below a particular value could because the havoc. The message will only reach the users when it is already outdated. Language barriers affect the reception of the message. The massage reaches the intended audience when it is distorted.
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