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International Marketing Global Marketing

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Global Marketing – International Marketing
1. Introduction
Steve Carter defines the term of marketing as “the process of building lasting relationships through planning, executing and controlling the conception, pricing, promotion and distribution of ideas, goods and services to create mutual exchange that satisfy individual and organisational needs and objectives.”
To start with a generally known fact, each firm uses its own type of marketing strategy. Therefore, companies in different countries must think about their marketing strategies relative to different cultural values, for instance the mentality of a foreign country’s population as well as their demands and needs. We can divide marketing into three dimensions – domestic, …show more content…

All over the world there are countries who share similarities. Thus, one region can be created by adding those countries into one group (e.g. Sweden, Norway, Finland and Iceland could be added in a group named NORDIC). These grouped countries could therefore share a common policy. Lastly, geocentric orientation has the conception that there is only one market all over the world. For instance, their marketing policy is applied for the world as a whole. Companies can make some exemptions in their policies but changes are not that significant.
3. What is meant by Global Marketing Global marketing seems to be quite similar to international marketing at first glance. Although some authors state that both terms can be used interchangeably, there are a lot of differences between both terms when you analyze them in more detail. Due to marketing theories, international marketing was a stage in the evolution of global marketing. The Oxford University Press defines global marketing as "marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives." It seems like international marketing only deals with the selling of products all over the world, but there are a lot of other aspects to it. For example, the marketing strategy or production of goods should be taken into consideration more seriously. When a company is

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