Discuss the objectives and key issues in international marketing communication.

Objectives of international marketing communication may be listed as under:

(i) Introduction of new products

(ii) Inducing potential customers to buy.

(iii) Reminding users about an existing product/service.

(iv) To create an international brand image.

(v) To intimate international customers about new uses of a product.

(vi) To highlight brand character internationally.

(vii) Dealer support in all local markets in different countries.

(viii) Increasing retail trade through special promotional offers.

(ix) To introduce a brand in foreign market.

Role of International Marketing Communication: The basic objective of international marketing communication is to make the overseas customer opt for the company’s offer as against those of competitors.

The role of international marketing communication is, therefore, to facilitate the accomplishment at international marketing objectives.

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