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Role of MC in Globalization Ruwini Bandara Department of Agribusiness Management Sabaragamuwa University of Sri Lanka Course content 1. Fundamentals of marketing communication 2. Process of communication 3. Influences of the communication process 4. Developi...

Role of MC in Globalization Ruwini Bandara Department of Agribusiness Management Sabaragamuwa University of Sri Lanka Course content 1. Fundamentals of marketing communication 2. Process of communication 3. Influences of the communication process 4. Developing an effective marketing communication program (NEW) 5. Adoption process 6. Factors influencing consumer buying behavior 7. Consumer buying decision making process 8. Models of the response process 9. IMC 10. Industry organization 11. Current trends in MC 12. Role of marketing communication in globalization 13. Ethics in MC 14. Impact of IT on MC 2 15. B2B and B2C communication Globalization World is becoming flatter. Is the process of interaction and integration among people, companies, and governments worldwide. Task of marketing communication in globalization is to inform, share information, on the quality, the value, usefulness and use itself. 3 Cont. Globalization is about the transmission of persons, processes and products from one part of the world to another. This is a process through which material and social phenomena generated in one part of the world become part of the lives of people in other parts of the globe. 4 Cont. Globalization process and various marketing innovations provide the end user access to an increasing choice of services created to meet the growing needs of the knowledge society. Traditional communication tools used by the vast majority of enterprises are less efficient and leads to adverse effects in the form of customer resistance to them. 5 Cont. With globalization following trends can be identified. To participate in a whole series of global markets To look beyond the saturated domestic markets Reap the advantages of scale of economies Sophisticated digital media use Radically enhanced communication Decreasing transportation cost Trade liberalization International deregulation of finance Increase in the product lines and brands Market segmentation 6 Increase in consumer demands 7  How globalization has impacted on MC Promoting the concept of integrated marketing communication Expansion of the elements of the marketing communication mix (especially for direct marketing and event marketing) Emphasis on the use of marketing databases and application of the concept of building a customer relationship management (CRM) 8 Cont. Emphasis on the effectiveness of marketing communication and its perception as an investment which should bring profits, The use of new media and communication technologies (eg. Internet, email, mobile phone, digital TV...) Application of non-traditional forms and practices in marketing communications (eg. guerilla marketing, viral marketing, buzz-marketing, etc.). 9 Internet: as a good source of information 10 Summa ry 11 Thank you 12