Integrated Marketing Communication - Assignment Example

In order to integrate marketing program internationally, the marketing director of automobile manufacturer should use adaption approach. Adaptation approach utilizes varying tools and ways to influence customers coming from different region, race and color. In international business, marketing becomes highly complex mainly due to the changing external environment that cuts across geographical borders and customers coming from diverse background. Thus, various external and internal issues become pertinent elements that influence the marketing potential of the products which need to be addressed through effective advertising and marketing methods or channels that may influence customers’ purchase behavior.

The integrated marketing communication that employs flexible tools becomes vital ingredient of market strategies for marketers. The alternatives methods of marketing evolve as powerful facilitators for reaching target customers and positively impacting their views about the products and services. Integrated marketing programs exploit changing consumer behavior by identifying and evaluating their changing preferences across diverse populace. In global marketing, the adaptation approach analyses local demand and uses appropriate marketing tools and methods to influence customers’ purchase behavior.

Globally integrated marketing communication coordinates and integrates broad range of tools, avenues and sources into ‘seamless program to maximize impact on customers and stakeholders’ (Clow & Baack, 2011). Accountability and responsibility of the local marketing managers becomes highly crucial factor in international businesses who need to evaluate and identify local demands and marketing tools, including channels that impact customers. The success of the integrated marketing program across the globe is gauged through feedback and other ways like online surveys, revenues etc.

when applied for different countries where the cars are sold. (words: 263)ReferenceClow, K. E., & Baack, B. (2011). Advertising, Promotion and Marketing Communications (5th ed.). NJ: Prentice Hall.