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Marketing Communication Strategies


Marketing communication is a system used by managers to ensure timely and comprehensive input to the information and the decision-making process. In addition to these, it looks at the resulting production and expression of credible, persuasive representations of beneficial exchange opportunities with actual and prospective customers and other stakeholders (Ozeum, 2004; Varey, 2002). Communication, therefore, entails the style, content, objectives, and format. Marketing communication has been present in both the domestic and international markets. The essay explores the similarities and differences of marketing communication in these two markets that are used to market voice-activated braking systems (VABS). Cultural and linguistic attitudes form the basis of communication (Varey, 2002, p.121).

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Similarities in communication strategies

Communication entails the use of three strategies: advertising, propaganda, and public relations. These are occasionally utilized by different firms in either the domestic or global market to reach a wide audience (Varey, 2002, p.127). First of all the use of media like television airtime is a common strategy that is used in both global and domestic communication for advertising.

Though affected by cultural and linguistic attitudes, we are currently having a standardized audience that has come as a result of the continuous interaction of different people from all over the world (Varey, 2002, p.121). Again, this has been made possible by the formation of regional trading blocs that have considerably eliminated the cultural barriers across countries. In the long run, this has made international communication effective to the advantage of marketers from various firms (Monye, 2000, p.140-3). Varey (2002, p.121) argues that advertising aims at creating more desire for the consumers so that they can buy a company’s products.

Secondly, the use of propaganda is another strategy that businesses use to gain the advantage of the market compared to other rival businesses in the same industry. This strategy is aimed at conditioning the market to its advantage (Varey, 2002, p.121). Propagandas are used to avoid competition and they are directed towards the existing customers and prospective ones. However, they must be controlled as they may be sensitive, especially in scenarios where there is diversity in culture.

Lastly, there is the use of public relations, a strategy aimed at building trust and mutual understanding (Varey, 2002, p.121). This helps the firms concerned to be positively evaluated by the public and other relevant stakeholders.

Differences in communication strategies

The main differences that arise in the communication strategy involve domestic and international marketing. This entails the segmentation of the consumers on how they relate and associates with the products from a specific firm (Baker, 2001, p.144; Hofstede, Jan-Benedict and Michel, 1999, p.1).

Due to differences in socio-cultural backgrounds, it becomes easy for companies to communicate in terms of consumer segmentation in their domestic markets rather than in the international market. Segmentation is a crucial strategy for any firm that desires to succeed in conveying the right and relevant information to its customers/ consumers.

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The reason is that each firm is supposed to target a specific segment of the market and exploit it to its benefit. The approaches that are used differ due to a lack of uniformity in the diverse cultures that a firm would want to constitute as its customer base. International marketing has been more complex than domestic marketing that has uniformity in consumer behavior and culture (Hofstede et al 1999, p.5).


Both the international and domestic marketing communication strategies are similar and dissimilar at the same time. The similarities they share include advertising as a strategy for desire, propaganda for conditioning, and public relations for mutual understanding and trust. On the contrary, there exist differences that are a result of consumer segmentation in the various markets. This is due to diversity and differences in culture which form the core basis of business communication in marketing. In advertising VABS (which is a global product) the affected stakeholders in the automobile industries experience the above similarities and differences.

Reference List

  1. Baker, M. J. (2001). Marketing: Critical perspectives on business and management, Vol.5. London: Taylor and Francis.
  2. Hofstede, F. T., Jan-Benedict, E. M. S. and Michel, W. (1999). “International Market Segmentation Based on Consumer-Product Relations. Journal of Marketing Research, XXXVI, 1-17.
  3. Monye, S. O. (2000). The Handbook of International Marketing Communications. Oxford: Wiley-Blackwell.
  4. Ozuem, W. F. (2004). Conceptualizing Marketing Communication in the New Marketing Paradigm: A post modern perspective. London: Universal Publishers.
  5. Varey, R. J. (2002). Marketing Communication: Principles and Practice. London: Routledge.

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