Chapter 13
Discuss the concept of Integrated Marketing Communication. * Globally Integrated Marketing Communication is an international trend. The challenges to coordinate marketing efforts are the cultural differences. International companies have two strategies available: * Standardization: The process of using the same product and marketing approach across countries * Adaptation: The process of modifying the product and marketing approach for each country

Identify various marketing communication elements. Advertising-Advertising has four characteristics: it is persuasive in nature; it is non-personal; it is paid for by an identified sponsor; and it is disseminated through mass channels of communication. Public Relations- is defined as a management function which identifies, establishes, and maintains mutually beneficial relationships between an organization and the publics upon which its success or failure depends.
Direct Marketing-the oldest form of marketing, is the process of communicating directly with target customers to encourage response by telephone, mail, electronic means, or personal visit.
Database Marketing-is a form of direct marketing that attempts to gain and reinforce sales transactions while at the same time being customer driven Sales Promotion -are direct inducements that offer extra incentives to enhance or accelerate the product's movement from producer to consumer.
Sponsorships- Sponsorship or event marketing, combine advertising and sales promotions with public relations. Exhibits-Exhibits, or trade shows, are hybrid forms of promotion between business-to-business advertising and personal selling. Personal Selling-Personal selling includes all person-to-person contact with customers with the purpose of introducing the product to the customer, convincing him or her of the product's value, and closing