scope, Elements in mktg comn.

2. As technology creates leaps in communication,
transportation and financial flows, the world continues to
feel smaller and smaller. It is possible for companies
and consumers to conduct business in almost any
country around world because of the advances in world
trade. Brands and products that originate in one country
are enthusiastically accepted in others. Additionally,
these products cannot be marketed identically across
the globe. Here arises global marketing which takes
more into consideration than just language-it involves

3. Global marketing is marketing on a worldwide scale
or reconciling or taking commercial advantage of global
operational differences, similarities and opportunities in
order to meet global objectives.
Marketing communications are messages and
related media used to communicate with the market.
Marketing communications is the “promotion” part of the
“marketing-mix” or the “four Ps”. It can also refer to the
strategy used by a company or individual to reach their
target markets through various types of communications.

5. Advertising
Marketing
communication
Public
relations
Direct
Marketing
Sales
Promotion
Websites
Personal
selling
Successful marketing
communication relies on sound
management decisions regarding the
coordination of the various elements of
the promotion mix. These options
include advertising, sales promotion,
public relations, direct marketing &
personal selling. The Internet has also
become a powerful tool for reaching
certain important audiences. The role
each element takes in marketing
communication relies in part on whether

6.  Positioning
 The marketing message
 Marketing communication for technology start-ups:
Achieving market leadership by word-of–mouth
marketing
 Marketing communications: Reaching early adopters
of technology products
 Marketing communication across the chasm and in
the bowling alley explains the tactics that will help the
firm to cross the chasm.

7. According to the WTO, the volume of international
merchandise trade increased 23 times between 1951 &
2010. However, globalization has created just as many
challenges as opportunities for brands that venture
overseas. Because consumers have so many more
options for similar products, companies must ensure
that their products are high in quality and affordability.
Companies have turned their international marketing
efforts into something more than just exporting-they
have adapted their branding to account for differences