International Marketing and Marketing Research Essay

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International Marketing and Marketing Research Compare the advertising campaigns (message, media, target audience...)which company may use a) to launch new product b) to support a long established product whose sales are slowly declining Introduction Due to new challenges which business organisations encounter in ever changing environment, the present marketing must focus on much more than creating new products or services. It is vital to price them attractively and make them available to increasing demands of customers at place where they require them. However, an effective marketing mix can be only successful only if all it parts take place One of the core aims of firms’ marketing departments nowadays is to give emphasis to communication with their customers. The communication is based on understanding people’s needs. The mission of marketing specialist is to create and design an unique sales promotion. Marketing communications is part of marketing mix. An important goal of advertising is to influence customers’ choices and buying decisions, which will lead to accomplishment of marketing plans of the firm. Advertising has to be visible, clear, and easy to take in. Also, it has to identify the advertiser and their products or services. Marketers bring into play different advertising campaigns. during the ptoduct life cycle, product go through four different stages: introduction stage, growth stage, mature stage and declining stage. When the product is introduced for the first time in the market place, advertisement is aggressive; companies employ many means of direct and indirect marketing to promote it. Mass media are used since there is only little knowledge about this product among customers. Introducing new consumer goods is so-called informative advertising. Its main

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