Global Marketing Notes
• What is global marketing? How does it differ from “regular” marketing?
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
One difference between "regular" marketing and "global" marketing is the scope of activities. Marketing activities center on an organization’s efforts to satisfy customer wants and needs with products and services that offer competitive value. The marketing mix (product, price, place, and promotion) comprises a contemporary marketer’s primary tools. Marketing is a universal discipline – as applicable in Argentina as it is in Zimbabwe.
An organization that engages in global marketing focuses it resources and competencies on global market opportunities and threats. A fundamental difference between “regular” marketing and “global” marketing is the scope of activities.
Global marketing may also take the form of a diversification strategy in which a company creates new products or services and introduces them into new geographical markets. Companies that engage in global marketing frequently encounter unique or unfamiliar features in specific countries or regions of the world.
Global Marketing: What it is and what it isn’t
The discipline of marketing is universal. It is natural, however, that marketing practices will vary from country to country, for the simple reason that the countries and peoples of the world are different. A successful marketing approach in one country may not necessarily succeed in another.
To what extent marketing plans and programs can extend worldwide and to what extent they must be adapted is one of the important tasks of the global marketing manager.
The way a company addresses this task is a reflection of its global marketing strategy (GMS).
• What are the two core issues of a firm’s GMS?
Just as in
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
One difference between "regular" marketing and "global" marketing is the scope of activities. Marketing activities center on an organization’s efforts to satisfy customer wants and needs with products and services that offer competitive value. The marketing mix (product, price, place, and promotion) comprises a contemporary marketer’s primary tools. Marketing is a universal discipline – as applicable in Argentina as it is in Zimbabwe.
An organization that engages in global marketing focuses it resources and competencies on global market opportunities and threats. A fundamental difference between “regular” marketing and “global” marketing is the scope of activities.
Global marketing may also take the form of a diversification strategy in which a company creates new products or services and introduces them into new geographical markets. Companies that engage in global marketing frequently encounter unique or unfamiliar features in specific countries or regions of the world.
Global Marketing: What it is and what it isn’t
The discipline of marketing is universal. It is natural, however, that marketing practices will vary from country to country, for the simple reason that the countries and peoples of the world are different. A successful marketing approach in one country may not necessarily succeed in another.
To what extent marketing plans and programs can extend worldwide and to what extent they must be adapted is one of the important tasks of the global marketing manager.
The way a company addresses this task is a reflection of its global marketing strategy (GMS).
• What are the two core issues of a firm’s GMS?
Just as in