Global marketing

Global marketing is ” marketing on a global scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.” [1] [2]

Global marketing is also a field of study in general business management to provide valuable products, solutions and services to customers locally, nationally, internationally and worldwide.

International marketing is the export, franchising, joint venture or full direct entry of an organization or product to another country. This can be achieved through the introduction of a foreign direct investment company or a foreign direct investment company. The development of the marketing mix is required – international marketing. It can be as straightforward as using Existing marketing strategies , mix and tools for export on the one side, to a complex relationship strategy Including localization, local product offerings, pricing, Production and distribution with customized promotions, offers, website, social media and leadership .Internationalization and international marketing meets the needs of a foreign company, where it can be exported to other countries.

A firm does not need to export to an international marketer. According to the American Marketing Association

Worldwide competition

One of the product categories in which global competition is easy to track in US is automotive sales . The increasing intensity of competition in global markets is a challenge facing companies at all stages of development in international markets. As markets open up, and become more integrated, the pace of change accelerates, technology shrinks distances between markets and reduces the size of firms, new sources of competitiveness, and competitive pressures at all levels of the organization. Also, the threat of competition from companies in countries Such As India , China , Malaysia , and Brazil is on the rise, as Their Owndomestic markets are opening up to foreign competition, stimulating awareness of international market opportunities and the need to be internationally competitive. Companies that have previously been focused on developing domestic markets, creating new sources of competition, are often targeted at price-sensitive market segments. Not only is competition intensifying for all firms of their degree of global market involvement, but the basis for competition is changing. Competition continues to be market-based and ultimately relies on delivering superior value to consumers. However, success in global markets depends on knowledge accumulation and deployment. [3]Today, more and more marketing companies specialize in translating products from one country to another. [4]

Evolution to global marketing

Global marketing is not a revolutionary shift, it is an evolutionary process. While the following does not apply to all companies, it does not International marketing is intensified and is obvious for all aspects of consumer’s daily life. Local regions or national boundaries no longer restricted to the competitive forces. To be successful in today’s globalized economy, it is a must for the world to be responsive to global market conditions and varying aspects related to the international marketing process. Hence, international marketing skills are an important ingredient for every company, whether or not it is the only one involved in the business of endorsement of the brand or the company.

The internationalized marketplace has been transformed very quickly in recent years by shifts in trading techniques, standards and practices. These changes have been reinforced by the new technologies and evolving the economic relations between the companies and the organizations which are working for the trade across the globe. This assignment is a work in the field of international marketing and market research in the field of international marketing. The study focuses on the subject of the international trade market. The pre-occupancy of early-stage market research and development is one of the aspects of international marketing, such as licensing, joint ventures, and overseas subsidiaries. In fact, the traditional ethnocentric conceptual view of international marketing is being counterbalanced by a more accurate global view of markets. This process of change is in this paper and the growing importance of a strategic and organizational approach to international marketing is emphasized in this article theory. Focused attention is paid to the heterogeneous nature of international marketing process. The diversity of the globalized situations is a vital part of the marketing exploration process. There is also a lot of success in the field of international marketing. The concept which unveils the paper brings out the importance of effective marketing procedures in international markets.

Domestic marketing

A marketing restricted to the political boundaries of a country is called ‘Domestic Marketing’. A company marketing only within its national boundaries only has to consider domestic competition. Even if that competition includes companies from foreign markets, it still exists in its home market. Products and services are developed for customers in the home market. All marketing decisions are made at headquarters.

The biggest obstacle these marketers face is being blindsided by emerging global marketers. Because these marketers are in the market, they are not aware of a competitor who is a market leader in these markets. are most concerned with how they are perceived in their home country.

The domestic market is a big market that every nation needs. These markets are all under the control of certain boundaries in that company or country. This type of marketing is the type of marketing that takes place in the headquarters. In domestic markets it helps reduce the cost of competition. By reducing competition the company has a better shot of being more successful in the long run. Also, if the company is not a big factor that will affect their business, they have a good shot at making higher prices.

A firm operating in a domestic market also has an opportunity to expand its markets. Even in domestic markets, businesses are still trying to trade their business to other businesses in the area. An advantage to marketing is that the firm may be entitled to tax benefits for the nation and to provide opportunities for work. A firm that markets domestically helps countries by offering more jobs, bringing in additional business to the market and stimulating trading within the market.

Global marketing

Global marketing is a firm ability to market to almost all countries on the planet. With extensive reach, the need for a firm is established. The global firm retains the capability, reach, knowledge, staff, skills, insights, and expertise to deliver value to customers worldwide. The firm understands the requirement to service local customers with global standard solutions or products, and locates them to the best of the world. to position itself against or with competitors, partners, alliances, defendants and defend against new global and local market entrants by country, region or city. The firm will price its products appropriately nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way. The firm also needs to understand, research, measure and develop loyalty for its brand and global brand equity for the long term.

At this level, global marketing and global branding are integrated. Branding involves a structured process of analyzing “soft” assets and “hard” assets of a firm’s resources. The analysis and development of a brand includes customer analysis (trends, motivation, unmet needs, segmentation), competitive analysis ( brand image / brand identity , strengths, strategies, vulnerabilities), and self-analysis (existing brand image, brand heritage, strengths / capabilities, organizational values). [5]

Further, Global brand identity development is the process of establishing products and services, the firm, and services locally and globally with regard to scope, product attributes, quality / value, uses, users and country of origin; organizational attributes (local vs. global); personality attributes (genuine, energetic, rugged, elegant) and brand customer relationships (friend, adviser, influencer, trusted source); and importantly symbols, trademarksmetaphors, imagery, mood, photography and the company’s brand heritage. In establishing a global brand, the branding proposition (functional benefits, emotional benefits and self-expressive benefits are identified, localized and streamlined to be consistent with a local, national, international and global point of view.The brand developed needs to be credible.[6]

A global marketing and branding implementation system distributes marketing assets (website, social media, Google PPC, PDFs, sales collateral, press junkets, kits, product samples, news releases, local mini-sites, flyers, posters, alliance and partner materials), affiliate programs and materials, internal communications, newsletters, investor materials, event promotions and trade shows to deliver an integrated, comprehensive and focused communication, access and value to the customers, that can be tracked to build loyalty, case studies and further establish the company’s global marketing and brand footprint.

Elements of the global marketing

Not only do standard marketing approaches, strategies, tactics and processes apply, global marketing requires an understanding of global finance, global operations and distribution, government relations, global human capital management and resource allocation, distributed technology development and management, global business logic, interfirm and global competitiveness, exporting, joint ventures, foreign direct investment and global risk management.

The standard ” Four P’s ” of marketing: product, price, place, and promotion are all affected by the global company. Ultimately, at the global marketing level, a company trying to speak with one voice is faced with many challenges when creating a worldwide marketing plan. Unless a company holds the same position in the market (market leader, low cost, etc.) it is impossible to launch identical marketing plans worldwide.


A global company is one that can create a single product. For example, Coca-Cola uses two formulas (one with sugar, one with corn syrup) for all markets. The product packaging in every country incorporates the bottle design and the dynamic ribbon in some way, shape, or form. However, the bottle can also include the country’s native language and is the same size as other bottles or bottles in that same country.

Luxury products, high-tech products, and new innovations are the most common products in the global marketplace. [7] They are easier to market because they are not traditional cultural values ​​attached to their meanings.


Price will always vary from market to market. Cost of products (cost of product development, cost of supply, transportation, tariffs, etc.), and much more. Additionally, the product’s position in relation to the competition influences the ultimate profit margin. Whether this product is considered to be high-end, expensive choice, low cost cost, or something else.


How the product is distributed is also a country-by-country decision influenced by how the competition is being offered to the target market. Using Coca-Cola as an example again, not all cultures use vending machines . In the United States, beverages are sold by the pallet through warehouse stores. In India, this is not an option. Placement decisions must also consider the product’s position in the market place. For example, a high-end product would not be distributed via a dollar store in the United States. Conversely, a product promoted as a low-cost option in France would find limited success in a pricey shop.


After product research, development and creation, promotion (specifically advertising) is the largest line item in a global company’s marketing budget. At this stage of a company’s development, integrated marketing is the goal. The global corporation seeks to reduce costs, minimize redundancies in personnel and work, maximize speed of implementation, and to speak with one voice. If the goal of a global company is to deliver the same message worldwide , then delivering that message in a relevant, engaging, and cost-effective way is the challenge.

Effective global advertising techniques do exist. The key is testing advertising ideas using a marketing research system that can be compared across countries. The ability to identify which elements or times of growth are maximized. Market research Measures Such As flow of focus , flow of emotion and branding times Provide insights into what is working in an ad in Any Country Because The Measures are based is visual, not verbal, elements of the ad.

Advantages and Disadvantages


The advantages of global market include:

  • Economies of scale in production and distribution
  • Lower marketing costs
  • Power and scope
  • Consistency in brand image
  • Ability to leverage good ideas quickly and efficiently
  • Uniformity of marketing practices
  • Helps to establish relationships outside the political arena
  • Helps to encourage ancillary industries to be set up for the needs of the global player
  • Benefits of eMarketing over traditional marketing


The nature of the internet has a truly global reach. EMarketing opens up new avenues for smaller businesses, we have a much smaller budget.


Internet marketing enables the marketer to reach consumers in a wide range of ways and enables them to offer a wide range of products and services. eMarketing includes, among other things, information management, public relations, customer service and sales. With the range of new technologies becoming available all the time, this scope can only grow.


EMarketing facilitates conversations between companies and consumers. With a two way communication channel, companies can feed their customers’ responses, making them more dynamic and adaptive.


Internet marketing is able to provide an immediate impact. With traditional print media , it’s not that easy for the consumer to take a step into the future. With eMarketing, it’s easy to make that step as simple as possible, meaning that the product is just a few mouse clicks away. All of this can be expected of normal office hours. Effectively, Internet marketing makes business hours 24 hours a day, seven days a week for every week of the year. By closing the gap between providing information and eliciting a consumer reaction, the buying cycle is sped up.

Demographics and targeting

The demographics of the Internet are a marketer’s dream. Internet users, regarded as a group, Greater-have buying power and regarded Could Be a population group skewed Reviews towards the middle-classes. Buying power is not all though. The nature of the Internet is such that its users will tend to organize themselves into focused groupings. Marketers can Easily find access to Niche Markets They wish to target. Marketing messages are most effective when they are presented to the audience most likely to be interested. The Internet creates the perfect environment for niche marketing to targeted groups.

Teenagers, for example, share common characteristics even if they are from different cultures and nations. This youth market has more money to spend and is tributary. However, this market is difficult to target because they are always one step ahead – they are more aware of marketing tactics and are very cynical. They are trendsetters that define themselves in opposition to the establishment. [8]Since the youth market is growing, it would have benefited the company to target them, as it would bring in more revenue. Youths are also highly active on social media and in recent years. With the constant flow of media and information, brands continue to increase their awareness, and increase consumer consumption. They are more open-minded, have international contacts, and travel more. [7]

Cross cultural negotiation

The dimensions of culture , such as power distance, the context of the culture and the local work ethic is an area of ​​marketing and social science that is closely related to Global Marketing. The ability to discern cultural differences is an important enabler to progress in global marketing.

Effective marketing requires adapting to cultural values, and Hofstede’s five cultural dimensions helps compare practices of consumption and consumer motivation for buying products and services. [9] When a company can advertise effectively to its foreign markets, it brings benefits to both sides. The company gains more revenue and relations, and the foreign markets to better products and services. Hofstede, through the five cultural dimensions, reveals how different cultures are different and different values. Typically, the west is different from the rest. The west particular values ​​of individualism, high need for independence, modernity, and respect for the elderly, respect for the elderly, submission to authority, traditional collectivism, and Confucianism. [7] [10] When designing an advertisement, cultural value differences must be considered to be effective since advertising campaigns.

Adaptivity and closed loop marketing

Closed Loop Marketing requires the constant measurement and analysis of the results of marketing initiatives. By continuously tracking the response and effectiveness of a campaign, the marketer can be more dynamic in adapting to consumers’ wants and needs. With eMarketing, responses can be analyzed in real-time and campaigns can be tweaked continuously. Combined with the immediacy of the Internet as a medium, this means that there is minimal advertising spend wasted on effective campaigns. Maximum marketing efficiency from eMarketing creates new opportunities to sixteen strategic competitive advantages. The combination of all these factors results in an improved ROI and ultimately, more customers and customers.


  • Differences in consumer needs , wants , and usage patterns for products
  • Differences in consumer response to marketing mix Elements
  • Differences in brand and product development and the competitive environment
  • Differences in the legal environment, some of which may conflict with those of the home market
  • Differences in the institutions available, some of which can call for the creation of entirely new ones (eg infrastructure)
  • Differences in administrative procedures
  • Differences in product placement.
  • Differences in the administrative procedures and product placement

Neoliberal economists advocated reliance on markets to keep the international economy healthy and growing. They championed the liberation of international currency. The market should work but does not. It is out of the hands of the public and belongs to the above mentioned multinational corporate title-holders. Popular support position involved above all else in a cultural campaign couched in terms of freedom. [11]

See also

  • Advertising
  • Advertising research
  • Globalization
  • International marketing
  • marketing
  • Marketing research
  • Nation branding
  • wikt: Picture Sorts
  • Visual marketing


  1. Jump up^ “A Dictionary of Marketing” . Oxford University Press . Retrieved 2017-10-04 .
  2. Jump up^ “International Marketing vs. Global Marketing (10 Differences)” . eduCBA . 2016-09-16 . Retrieved 2017-10-04 .
  4. Jump up^ Backaler, J. (3 June 2014). “China Goes West: Everything You Need to Know About Chinese Going Global Companies” . Palgrave Macmillan – via Amazon.
  5. Jump up^ Building Strong Brands, David Aaker, and Grether Professor of Marketing Strategy at the Haas School of Business at the University of California at Berkeley
  6. Jump up^ International Distribution Channels: Strategy and Management,
  7. ^ Jump up to:c Gram, M (2007). “Whiteness and western values ​​in global advertisements: An exploratory study”. Journal of Marketing Communications .
  8. Jump up^ “What You Need to Know About the Global Ad Market” . . Retrieved 12 December 2015 .
  9. Jump up^ From Mooij, M (2003). “Convergence and divergence in consumer behavior: Implications for global advertising”. International Journal of Advertising .
  10. Jump up^ Waller, D (2000). “Cultural values ​​and advertising in Malaysia: Views from the industry”. Asia Pacific Journal of Marketing and Logistics .
  11. Jump up^ Thomas, Vladimir (1 May 2017). the world transformed 1945 to the present (second ed.). Michael H.Hunt. pp. 343-345.

(AMA) “International marketing is the multinational process of planning and executing the design, pricing, promotion and distribution of ideas, goods and services to create markets that satisfy individual and organizational goals”.