Country of Origin Effects on Marketing
February 12, 2025
In the fast changing and highly competitive world, building brands and maintaining brand leadership calls for an uncanny ability to re-write the rules of marketing as well as business. From each of the market leaders be it in computers, electronics, fashion, retail or any industry, one can identify the overall strategy that has made them […]
Sales Promotion and Advertising is one of the major activities of any Marketing Function in any business. Sales promotion and advertising is always drawn up based on the sales strategy combined with the nature and composition of the market. Audio, visual, print media advertising besides sales promotional campaigns have been the normal set of activities […]
Maybe you read the article that was shared on Facebook that said “10 best places to visit this summer” and maybe that article ended up influencing your choice for summer vacation destination. You may have thought that this article was written by a user or a travel enthusiast that wanted to share their experience. In […]
Introduction We are living in revolutionary times where the outdated and outmoded thinking about economics, business and virtually every sphere of life is being challenged by newer ways of thought. Gone are the days when businesses and marketers had certainties about the marketplace and customer preferences and tastes. Instead, what we have now is a […]
The Philanthropy of the Mega Rich The recent announcement by Mark Zuckerberg, the Founder of Facebook, that he would give away 99% of his shares in his company to charity has brought into focus the trend of Billionaires giving away their fortunes to charity. Indeed, starting with the founder of Microsoft, Bill Gates, and including […]
Companies need to develop strategies to improve brand image and brand awareness. The important aspect of spreading brand awareness and brand image is through communication. Companies need to establish a communication channel to win the new customers and retain existing customer. This communication is not restricted just to customer but also stakeholders in the value network. Communication is achieved through advertisement, sales promotion, public relation exercise, direct marketing and interactive marketing.
Communication process should not be one way traffic. Companies should look forward to developing communication network in which companies can reach customer but customer also can effectively communicate with companies. Technology has opened up many avenues to carry out effective communication. Companies have traditional tools like newspaper, television, radio, telephone, billboards and modern tools like the internet, emails and wireless devices. Technology has made the communication process not only faster but also reduced over all communication cost.
There are nine elements, which make the communication process. The two parties are sender-company and receiver-customer. The communication tools are message and media used to communicate the process. The four major communication functions are encoding, decoding, response and feedback. The last element is the noise which is anytime of interference disrupting clarity of the message.
Senders must encode the message as per the target audience and use the right media. The receiver decodes the message, responds to the message and sends feedback to the company. Experience senders are able to garner a more effective response from the right message.
However the message may not have required effect if:-
Companies have to put effort in developing an effective communication program. The development of the communication program can be charted into eight steps.
Marketing communication cannot be considered in isolation. It is an integral part of any companies overall growth process.
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