Global Marketing

Global marketing refers to marketing activities coordinated and integrated across multiple country markets. The integration can involve standardized products, uniform packing, identical brand names, synchronized product introductions, similar advertising messages, or coordinated sales campaigns across markets in several countries. Despite the term “global”, it is not necessary that all or most of the countries of the world be included. Even regional marketing efforts, such as pan-European operations, can be viewed as example of global marketing.

Global Marketing definition

Global marketing refers to marketing activities coordinated and integrated across multiple markets. Jonny K Johansson defines Global Marketing as a bigger brother to international marketing i.e. more of an extension. Muhlbacher, Helmuth, and dahringer defines Global Marketing as Global/transnational Marketing focuses upon leveraging a company’s assets, experience and products globally and upon adapting to what is truly unique and different in each country.

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 apply to most companies that begin as domestic-only companies.

Global marketing advantages

1. When a business goes global, it is important that you should benefit from the countless opportunities that the internet provides.

2. Aside from endless sales potential the business will eventually enjoy having an established world wide presence, this is very rewarding because a particular brand for example can be advertised on internet resources and customer can readily relate to it wherever they may be in the world.

3. Increased sales, higher profits, new knowledge and experience

Global marketing disadvantages

1. The competitive differences over various brands and product development.

2. The differences in consumer patterns such as needs and wants as influenced by their own regional.

3. Differences in legal concerns that may create conflict to that of the home market.

4. Language barrier, additional costs, changed mindset.