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Among the other benefits of the Internet in International marketing, Web presence
is seen as necessary for the reason of company image. Discuss the ways a
companyǯs web presence may support its international marketing communication
efforts. What are the likely challenges faced by international marketers in internet -
based communication? Illustrate with examples?
Effective communications requires the sender, the message and the receiver to
be connected by a message channel. The message moves from the sender to the
receiver through the message channel.
1. Sender: The source of the message. In this case it is the company.
2. Encoding: Simply means converting it into a symbolic form that is properly
understood by the receiver. For example: if a web sites order form ask only for
typical US type address information, such as zip code, and does not include
anything for other countries, the would-be buyer aboard will interpret this as
unwillingness to do business outside the US.
3. Message channel: The path through which the message moves from the sender
to the receiver. Technological advances (fax, video conferencing and the
internet) have made buyer-seller negotiations more efficient. Technology helps
build and maintain relationships.
4. Decoding: The process of transforming the senderǯs message symbols back
into thought.
5. Receiver: The person with whom the sender wants to communicate
6. Noise: Throughout the communication process the message is subjected to
extraneous variables/factors that can distort or interfere with its reception. In
the international marketing context noise might be having only an English
Language web site.
7. Feedback: The receiverǯs response after being exposed to the message, its
necessary to analyze the success of communication. The Internet allows
marketers to track traffic flows and to install registration procedures that
identifies individuals and tracks their purchases over time.
The Internet is reaching a new stage. Instead of you having to find information
the web will now find you and provide you with exactly what you want or need
at the moment. Because of technological advancements, companies can build
services that will find you and provide consumer or business services and
products, to meet your needs depending on where you are and what you are
doing. We can access huge amounts of information. At the same time, our
computers can be accessed by hackers