Global Marketing

6 Pages 1551 Words

Firms are taking a global perspective today to a much greater degree than in the past. Global marketing is a particular way of looking at the markets of the world and a particular way of responding to international pressures. Companies today are arranging their entire business structure to respond to global demands. Manufacturing is done at different points around the world; distribution is shaped to different requirements; products are repackaged and even reformulated for different world regions; and marketing is shaped to appeal to people in different parts of the world.




There are four types of marketing mindset that can be brought to bear on a marketing problem. The global perspective takes a different view of opportunities and facts about the world market than the domestic, international, or multinational perspectives would do. The global perspective in fact encompasses all cultures or nationalities. International and multinational perspectives depend on experience gained from direct contact with one or several other countries and cultures. The marketing manager with a global perspective achieves that view throughout the world, even for areas where no direct prior experience exists. The marketing manager must obviously think differently about the world to use this perspective.




A wide variety of types of knowledge are necessary for a global perspective, among them economic knowledge, political knowledge, cultural knowledge, historic knowledge, geographic knowledge, and an understanding of global market knowledge. Each of these types of knowledge applies to each individual country to which one may be marketing and to the international scene, involving relationship between and among countries, as part of the global marketing perspective. In part, the manager is always comparing cultures, analyzing the target culture against the one he or she knows best, their own.


With the rapidly advancing tec...