Global Marketing Management

1172 WordsSep 24, 20065 Pages
Global marketing management first involves the same elements as any type of marketing management and then must take into account the different requirements of the global marketplace, the different opportunities, and the pitfalls that must be avoided in this developing arena. Deciding what works and what does not and seeing to it that the company follows what works is the job of the marketing manager. While the purpose of marketing is the same in the global marketplace as in the domestic market, namely to decide what the customer wants and then to provide it, the task can be more complicated in the global market because the manager will not be as familiar with that market, because that market is not one market at all but many markets in…show more content…
Such marketing is necessarily global as well, for the Internet crosses borders quite freely, except in those countries able to impose limitations, such as China has been doing. Geraldine T. Cohen notes, The nationally based business will start with cautious testing of new markets, often selected with a similar culture, having a focus that is culturally and managerially ‘ethnocentric ' or centered around the home market. A multinational business will have a ‘polycentric ' orientation, i.e. a focus based on the understanding and appreciation of different operating contexts. (Cohen 195) Global marketing has to begin with a decision about how broad a market is to be served, and the choice of media may determine this question to a great extent. This is why an e-company by its very nature has to have a global perspective to be successful. Many marketing experts would agree with John Quelch and Edward Hoff when they write, "The big issue today is not whether to go global but how to tailor the global marketing concept to fit each business and how to make it work" (Quelch and Hoff 60). That was in the 1980s, and the demand is even greater today as companies seek to compete in the global arena on the Internet and in more traditional venues at the same time. Global trade shapes the way companies operate, the goods they produce, the alliances they make, and certainly the messages they use to sell their products. In the past, a product might be sold one way
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