Аннотации:
Product, price, place, promotion — these are the classic 4Ps of marketing.
They designate the instruments of the marketing mix, i.e. the product itself, the pricing,
the distribution channels as well as the communication and advertising. However,
arbitrary turning of these screws does not make for good marketing. Large corporations
employ an armada of specialists for their marketing. It is often determined in advance
whether a product is to be presented globally in a uniform manner or adapted locally.
Small and medium-sized companies, on the other hand, cannot necessarily bring out
the big guns: Fortunately, small adjustments in the right place often help — be it by the
company itself or with the help of a marketing agency to increase reach and promote
perception of the product range. In the conditions of globalization and
internationalization, it is very important to apply the correct methods of exiting and
maintaining positions in the international market, therefore, the study of international
marketing communications is extremely important and relevant. One thing is clear: the
cultural influence on a specific marketing event is difficult to assess, as a large number
of other factors always play a role as well. However, the importance of language can
certainly be measured because in most cases it also represents a new market.
Employees in target markets with local knowledge occasionally make additional
adjustments on their own, such as to product focus or even to images in a company
brochure or a typical product description layout. Thus, it is extremely important to find
and use the right marketing tools and maintain an image in the international market.
