0391. 83 80 9 10 0391. 83 80 9 12 info@kundkconsulting.de

k&k Consulting Magdeburg

International Marketing (II): Communication Policy Peter Kaminski Magdeburg

International Marketing (II): Communication Policy

  • Sonntag, 12 September 2010 00:00
  • geschrieben von  Junghans, Wolfgang

A company can offer their products in their home market and in foreign markets. The first market is the market in the home country. The second market is every market which is outside of the home country. If a company decides now to expand their activities abroad it is faced with new problems when creating its marketing mix. Reasons for these problems are for instance different cultural, political or technical factors, which will be explained in a later article. Because of these differences the question arise to adopt the marketing mix decisions to the new market like the product or the price decisions or to standardize it in all markets.[1] This article discusses this decision with respect to the communication policy.

If it comes to the standardization of the communication policy for example advertising four barriers exists which can prevent a standardization. These barriers will be described in this article using the example of a soft drink producer who wants to use an English TV advertisement in a foreign country showing a man wearing a white suit and drinking his soft drink. Afterwards the man says that this drink let you feel as if you were in heaven.[2]

The first barrier is the country specific language which can prevent the standardization of brand names or communication messages. Because of this the same message can be understand differently in different languages/countries. Furthermore problems can occur if brand names or messages are translated into another language. If the soft drink producer wants to repeat his English advertisement in Germany he might change the language into German. Furthermore he should recognize to translate the message of the positive feeling in an adequate way. It would be problematic for example if the translation would suggest that the drink brings you directly in the heaven.[3]

The second barrier is the country specific culture which is shown in social behaviour, social norms and values, religion, etc. The result of different cultural aspects is that message can be understand different between countries. If the soft drink producer wants to promote his soft drink with the mentioned advertisement this is unproblematic in European because white is seen a positive colour. In China or Japan it would be an offence since White means here death and mourning.[4]

The third barrier which has to recognize is the media infrastructure of a country because this might be different between countries. Consequently this could mean for the soft drink producer that the repetition of his TV advertisement might not be possible in a foreign country because only a few people own a TV.[5]

Legal restrictions are the last barrier which can prevent standardization. Using the example of the soft drink producer it could be that he is not able to use his TV advertisement because of the fact that TV advertisement of soft drinks is forbidden in the foreign country since the government want to protect the health of its citizens.[6]

[1] See Homburg/Kuester/Krohmer (2009), p. 436.

[2] See Homburg/Kuester/Krohmer (2009), p. 441.

[3] See Homburg/Kuester/Krohmer (2009), p. 441-442.

[4] See Homburg/Kuester/Krohmer (2009), p. 442.

[5] See Homburg/Kuester/Krohmer (2009), p. 442.

[6] See Homburg/Kuester/Krohmer (2009), p. 443.


Homburg, C./Kuester, S./Krohmer, H. (2009), Marketing Management: A Contemporary Perspective, 1. ed., McGraw-Hill Education: Maidenhead, Berkshire.


k&k Consulting, Existenzgründerberatung, Existenzsicherung, Unternehmensberatung, Magdeburg

tags: international management, international marketing, communication policy, standardization

weitere Beiträge