1.
1 Why is necessary to access and understand marketing plan when considering the development of
new promotional activities in international markets?
It’s necessary because to make your product/service be recognized not only in your
country but also in international level, you need a marketing plan to create, implement,
control and review the marketing efforts of your business in an effective manner.
1.2.a What sources of information can be accessed to support the planning of promotional activities?
The promotion supports the company's overall marketing goals. It helps the product or the
service to be recognized by the consumers. Marketing and Promotional objectives need to be
aligned with the organization’s corporate objectives.
Sales figures
Brand awareness
Customer surveys
Informal discussions with customers
Informal discussions with staff
Focus group discussions
Tracking of website visits
Market share data.
1.2.b From what bodies, individuals or organizations could you get advice about international
promotions?
When developing promotional objectives, there will be various individuals and groups
within the organisation who need to be consulted. Their input is required to ensure
promotional objectives are consistent with the overall organisational strategy and any
organisational requirements.
1.3.a Why is it so important to ensure the cultural appropriateness of marketing strategies and
promotional activities are suitable for international markets, as well as making sure they are Compatible
with the organization’s requirements.
Growing companies are still looking for new opportunities. Some of these opportunities
are to develop in new countries. The decisions of people in every country regarding
product/service consumption are based on cultural influence. To create an effective
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marketing plan, a company must understand the cultural influences of society where a
new product is launched.
1.3.b Make a list of 12 important things that must be taken into consideration when planning and
developing strategies for an international promotion.
1. language differences and understandings
2. economic conditions specific to the country in which the organization intends to market
—this will influence what can be purchased and by whom
3. the political climate
4. relevant and accepted trade practices and policies for the country or region
5. legislation that is relevant to the business, and the ways in which people comply with
legislation
6. media that is suited to the country, culture and target market
7. the characteristics of customers/consumers
8. actual customer/consumer needs
9. accepted protocols for effective communication, relationship building and relationship
management
10. the accepted methods of transacting business
11. acceptable timing of promotions
12. Legislative requirements, also, will be quite different in different countries but must be
understood and adhered to.
1.4 What are the objectives of a marketing promotion and what does an organization hope to achieve?
The aim of successful promotion and marketing activities for all organizations is to make
the general public, and in particular the target market, aware of the organization and its
goods and services. This leads to profits, as well as profit and longevity for the company.
1.5 With whom might you consult, in both international and domestic settings to help determine the
overall promotional objectives for the organization?
1. Individuals, groups or designated individuals who can be consulted include:
2. Executive officers, CEOs, the Board of Directors etc.
3. The senior/executive management team
4. The organization’s marketing managers
5. Middle managers and heads of different departments/sections in the
organization
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6. The financial management team in the organization
7. The marketing team
8. Austrade and its equivalent in the countries in which the organization wishes to
operate
9. Relevant state/territory government departments and agencies
10. Chambers of commerce and similar bodies in the Australian states relevant
advisory and legislative organisations in the overseas market
11. Other appropriate external agencies, advisers and external consultants—in
particular those with sound knowledge of international markets
12. Relevant networking partners in Australia and international markets
1.6 What information would you need to collect in order to identify suitable timelines for a promotion?
Timelines relate to:
The length of time over which the organization chooses to carry the promotion
How costly the promotion will be
The expected outcomes of the promotion (objectives)
The most opportune time, taking into account the target market and any cultural issues
for initiating the promotion
The availability of (and costs associated with) specific media for carrying the promotional
message to the target audience, e.g. television, radio, shopping outlets, billboards,
magazines, social media etc.
The marketing needs of the organization
1.7 What must be understood in order to develop useful action plans and why are they needed?
Conduct a comprehensive risk assessment before initiating a plan and access relevant
legal advice to help ensure that the activities to be conducted are unlikely to cause legal
or organizational behavioral issues. An action plan helps explain how the promotion
works, in other words it helps inform the target market of the products/services to
improve the recognition and the sales.
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